New Order
Welcome to the future, where the hawker community is extinct.
To meet your need for consuming nostalgia, New Order has cooked up an ingenious invention in the lab
that will teleport you directly back in time – to the 21st century, with just a single bite.
To meet your need for consuming nostalgia, New Order has cooked up an ingenious invention in the lab
that will teleport you directly back in time – to the 21st century, with just a single bite.
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A conceptual branding project imagining the extinction of Singapore's hawker culture.
As the rapid advancement of technology continues to optimise every aspect of daily life, New Order explores a speculative future where traditional hawker food has been replaced entirely by lab-manufactured alternatives. The project reinterprets Singapore's UNESCO-recognised hawker culture through a postmodern, dystopian lens, questioning what is lost when efficiency outweighs heritage, craft and human connection.
To reinforce this narrative, the visual language was designed to be restrained and clinical. Minimal typography, sterile packaging systems and stark, high-contrast imagery create an unsettling sense of familiarity, emphasising the idea of dystopia.
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Developed collaboratively by a four-person team, every element—from food styling and prop creation to packaging, Key Visuals and concept films—was conceived and produced from scratch. My role was primarily Concept Development, Logo Design, Key Visual Design, Packaging Design, Digital Image Retouching.
New Order is a collaborative effort to protect what we love and grew up with in Singapore —
that which affixes us all fundamentally, whether we choose to acknowledge it or not. Through satire and design,
it is our initiative to remind ourselves of the hawker community, which is deeply entwined with the identity of Singapore.