Introducing Rasa Sayang

Rasa Sayang is a pre-existing cafe in my small hometown that holds many of my best memories from my high school years.

Redesigning Rasa Sayang's Logo and creating a more cohesive branding for them was a passion project that I truly enjoyed. I learned to manage my workflow and find out the way to best represents Rasa Sayang as a brand.

I begin by identifying the message/meaning behind Rasa Sayang as a brand. In the Malay language, "rasa" means feel, while "sayang" means love or care. Besides that, the cafe itself always provides a sense of "home" and warmth due to their aesthetics and environment.

With this idea as a foundation, I wanted to portray Rasa Sayang as the cosy and warm feeling you get when you feel a sense of care and love. Hence, I built a moodboard using photos taken in the cafe, chose a colour palette with warm and earthy tones, and the logo is built on the shapes of a home within a coffee mug, with hands giving a sense of love and care.

The main challenge when redesigning Rasa Sayang is really bringing out its brand identity as a cosy, wholesome, and welcoming cafe that stands out from its competitors. As there were many new cafes popping up, it is important that Rasa Sayang is the one that stands out.