Brand Identity System
The Dragon Chamber
In a city that rarely leaves room for mystery, The Dragon Chamber dives headfirst into the folklore, symbolism, and cinematic mythology of Singapore's secret society past. Drawing from twentieth-century Chinese graphic design, pulp print culture, and the lurid drama of vintage kung fu and gangster movie posters, the brand embraces the images through which Chinese identity was once romanticized, misunderstood, and exported to the world. Rather than reject these inherited stereotypes, it reclaims them—transforming them into something playful, self-aware, and distinctly contemporary.
The result is a space where history and modern cultures collide, where heritage is filtered through neon and nostalgia, and where old stories find new life around the dining table.
- Creative Direction
- Norman Hartono
- Lead Graphic Designer
- Faiye del Rosario
- Graphic Designer
- Dillon Tan
- Photography
- Nydia Shiang
- Video
- Jabez Koh, Jiaxian Chia
01 — Interiors
Secret Enclave
Hidden behind an unassuming facade, The Dragon Chamber draws from the mythology and intrigue of Singapore's secret society past. Conceived as a layered hideout of concealed rooms, coded symbols, and cultural folklore, it offers an immersive dining experience where history, mystery, and storytelling unfold alongside the food.
02 — Identity Marks
Logo
03 — Color Palette
Color
The Dragon Chamber's color palette was inspired by antiqued hues of old Chinese advertisements and teahouse menus. The colors are based on craft paper materials and contrasting hues to keep consistent with the look while not detracting too much attention from the content.
04 — Typography
Typography
05 — Art Direction
Art Direction
The branding of The Dragon Chamber is influenced by a combination of traditional Chinese graphic designs sourced from historical advertisements, modern movie posters, and the ethos of the punk movement. This amalgamation harmoniously blends tradition with a spirit of rebellion, creating the visual narrative of The Dragon Chamber.
06 — Print & Collateral
Tangible Goods
07 — Commissioned Artwork
Commissioned Artwork
To capture the essence of The Dragon Chamber in its surroundings, we sought the collaboration of local and regional talents that embody the brand's ethos and serve as the very inspiration for the concept itself. Each artist contributed their expertise to craft specific artworks that now form an integral part of the space. Together, we interwove their creations into a unified tapestry, not only reflecting the brand's identity but also honouring the collective cultural identity of our regional talents.
SBTG Mark Ong
Mister Tucks Tang Tuck Wai
Sathar Riandy Karuniawan
Supersystem Heider Ismail
Old World Charm Charmaine Chen
