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Brand Identity & Spatial Design

Love Handle

Love Handle reimagines burger culture through a plant-based lens, creating a brand that welcomes everyone to the table. Drawing from the bold optimism of 1950s American diners and California surf culture, the identity pairs nostalgic graphics with a playful spirit.

Creative Direction
Norman Hartono
Graphic Designers
Faiye del Rosario, Dillon Tan
Drafting & Build
FIDE ID Pte. Ltd.
Love Handle storefront on Ann Siang Hill — white shophouse facade with an illuminated black-and-white retro Love Handle logo sign above a glass door, potted plants on the terracotta forecourt

01 — Interiors / Spatial Design

Spatial Design

Love Handle Plant-Based Butcher corridor — chilled deli display case, a KNOW DIFFERENCE burger poster on textured plaster, black-and-white patterned floor tiles and bar seating
Upstairs dining room — blue recycled-plastic cube seating with yellow cushions, timber tables, framed retro posters and shuttered windows
Ground-floor dining corridor — blue recycled-plastic benches, timber tables, a breeze-block screen divider, gallery wall of framed prints and a drinks fridge at the rear
Mezzanine level — retro rainbow stripe wall trim, white spindle balustrade and stairs, blue bench seating and a breeze-block screen
Retro lounge area — rainbow swoosh wall mural, arched graphic drinks fridge stocked with craft brews, an oval bar with patterned rattan stools and a gallery wall

02 — Identity Marks

Logo

Love Handle identity on oatmeal — three brand lockups in cocoa-and-white retro script with a hard drop shadow: a stacked Love Handle wordmark, a horizontal Love Handle wordmark, and an interlocking LH monogram badge

03 — Color Palette

Color

Love Handle's palette is pure diner optimism. Cocoa grounds the identity like a well-worn menu board, while Carrot, Pumpkin, and Lemon stack into the sun-faded rainbow that runs across the walls, packaging, and signage. Oatmeal ties it together as the warm, nostalgic paper stock the whole brand is printed on.

Primary
HEX #3E2B2ECocoa
Primary
HEX #FF6A13Carrot
Primary
HEX #FFAD00Pumpkin
Primary
HEX #F7EA48Lemon
Secondary
HEX #EFDBB2Oatmeal

04 — Typography

Typography

Love Handle typography specimen on oatmeal — Brice Bold used for the PLANT-BASED BURGERS display headline paired with Recoleta Regular serif body copy, shown with full alphabets, numerals and weight variants

05 — Branding

Branding

Flat-lay of Love Handle plant-based retail products on red — Jiang Cong Ginger & Scallion meatballs, Chicken Nuggets, Bakkwa, Szechuan Pepper meatballs and a Kombu Butter jar
Close-up of burgers wrapped in Love Handle branded paper with Carhartt WIP Katsu stickers on a red tray, hands reaching in
Plantface Killah event poster — comic-book style hockey mask made of peas with a Carhartt beanie, in green and orange, promoting a 4.20 April burgers-and-beer night
Yakitori Night poster introducing The Celeryman — orange and green retro illustration of a suited figure with a celery head falling amid beer bottles, Love Handle x Niang Brewery Co
Three bottles of The Celeryman session sour ale on a cream backdrop styled with lemons, limes and celery, showing the orange retro label with green illustrated figures
Love Handle products on a wooden board — Pastrami and Frittata vacuum packs, sauce jars and an Approved by Cool Bears embroidered patch
Full brand collateral suite on yellow — linen menu book with coloured tab edges, Hao Gan Ma sauce jar, wooden scan-for-menu coaster, roast chicken breast pack, happy hour table tent and business cards
Beige t-shirt back print — retro Love Handle illustration of a burger, tumbling vegetables, a rollerblading skater, mountains and a rainbow arc
Nyantai Dong Nasi Padang Night poster on kraft paper — Love Handle x Green Rebel collaboration with bold green display type over an overhead plate of food
Itadaki pop-art poster — halftone beer mug, onigirazu rice sandwich and a noodle bowl on orange, Love Handle x NikuVege x Suntory Whisky
Yellow Love Handle branded soft cooler bag with the retro logo, grey handle and mesh side pocket, on a white backdrop

Long Division × F&B

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