Responses by Yah-Leng Yu, principal, Foreign Policy Design Group.
Background: Park Bench Deli is an American-style sandwich shop in Singapore. Our mission is to create an experience to go along with the lineup of sandwiches. The storefront and interior is styled on the All-American Deli—a friendly neighborhood fixture that welcomes you every time. Earnest, and wholesome, the space is a visual explosion of beloved vintage textures and the laidback sensibility of your favorite mom-and-pop shop a few blocks down the street.
Reasoning: Referencing the functional qualities of the simple park bench, the look is peppered with little takeaways such as stickers, embroidered patches and key rings that draw on the eccentricities of the Park Life, mostly Americana. The layering of hand drawn doodles, distressed typography, bright colors and patterns and various experimental usages of deli-inspired materials in the space inject the endearing, friendly persona of the brand.
Challenges: The props for the space to complete the experience in the store. We had to scour through the very limited number of vintage and thrift stores in Singapore.
Favorite details: We are really proud that the Park Bench Deli branding has become so recognizable and distinctive in the market. People understand the Park Bench Deli brand right away. This is important as it helps the client’s business tremendously and draws the right customers and collaborations its way.
Anything new: We learned that the time used to source for materials could outweigh time taken for design!
Specific demands: We had a small budget.