Straits Food Company
Concept / Branding for a uniquely Malaysian F&B Brand
Straits Food Company is a humble kopitiam that serves casual, fuss free Peranakan food. From Lands Unknown created this much loved F&B brand from the ground up with literally no budget. From concept to branding, everything was lean and mean.
While there are a lot of Peranakan restaurants in KL, they are all usually premium, fine dining places. There wasn’t a strong player that just offered simple Peranakan food without the frills for the everyday people. Straits Food Company was created with an aim to fill that niche.
What We Did
- Naming
- Concept
- Branding
- Brand Vocabulary
- Identity Design
- Creative Direction
- Development
Straits Food Company (SFC) is a modern incarnation of the old school kopitiam. Keeping the positive elements of this most local form of the Malaysian eatery while updating the experience for modern folk. With a lean budget, it was decided early on that the interiors would shy away from the vintage laden decor that most heritage F&B outlets would usually go for. Instead the theme for the day was upcycling and utilitarian, whatever decor used also needed to serve a function.
This fit perfectly with the Straits Food Company ethos of keeping things simple with the food. Best described as comfort/soul food, simple, with good fresh ingredients. Thus the interior is mostly minimal with only hints of nostalgia.
Serving Malaysiana Vibes
This combination of all the elements of branding, food and interior resonated with our customers and made Straits Food Company a beloved local brand.
All the Malaysiana sayings that adorned SFC’s walls – Makan First Talk Later, Food for All, Kita Kawan Mari Makan – have since entered the local lingo. Watching customers adopting them or making their own interpretations of these sayings has been particularly satisfying.
SFC’s customers became their best advocates
