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A Poke Theory

for Tandem Collective
creative direction and design, branding, web design and development

More than just your average salad bar, A Poke Theory is a fast food-first concept with its eyes set on health, balanced nutrition and the all-important burst of delectable flavours that even the most stubborn of junk for worshippers would relent for.

With their sleek 86-seater flagship establishment in Singapore’s CBD opening up to critical acclaim in 2016, they’ve recently opened up the brand to franchising, introduced a second location in Bugis and their sister restaurant Alter Ego at The Esplanade.

I helped develop the brand’s creative direction at its inception, working on their initial branding identity that balances the purity and authenticity of health food through a clean, minimalist palette; with the convenience of grab-and-go food for a fast-paced business district through an easily recognizable mark. Along with this, I also designed their parent company Tandem Collective’s identity.

A Poke Theory’s nutrition-focused extension HEALTH, designed with Miki Charwin.