Mapping the Kopi Tiam Brand. Inspiration boards.

1. NP KOPI TIAM
Retail Identity System

2. Platitude:“ The Chinese don’t drink coffee”.

3. Kopi Tiam is a traditional breakfast and coffee shop found in Singapore and Malaysia.
The word is a portmanteau* of the Malay word for coffee ( as borrowed and altered from the
Portuguese) and the Hokkien dialect word for shop (tiam).
Portmanteau/ dictionary meaning:
a combination of two or
more separable qualities or aspects.

4. Kopi Tiam
east meets west.

5. There has been a recent revival in the
popularity of coffee shops in Singapore and
Malaysia. They are fast-food outlets but are
reminiscent of old kopi tiams in
terms of decor.
Coming after the creation of so-called
“coffee culture”by western coffee chains
like Starbucks, where the coffee culture can
be experienced with local flavor and for a
more affordable price.

6. Kopi Tiam
To offer the true Kopi Tiam experience, modern kopitiams
offer authentic local brews, charcoal grilled toast and
local jam called kaya.
In this case, the Kopi Tiam offers extended menus where
local breakfast, lunch and dinner meals are served.
Premised on the comfort food concept and the idea of
“having food served like they came from one’s kitchen,
diners are encouraged to savor, linger and relish
the Kopi Tiam dining experience.
To most people, Kopitiams are places to celebrate, to
gossip and discuss politics and even office politics.
In fact, there is even a website called Kopi Tiam Talk.

7. “Coffee shop talk”is a phrase used to describe gossip as they are familiar sights in
kopitiamswhere tyhey would linger to eat, drink and talk and feel sated by the daily
dosage of food, caffeine and trivia.

8. Retail Identity
east meets west.
attributes:
•a concept of Singapore in Manila
•connote images of comfort food
•modern hygienic setting as opposed to hole-in-the walls
•a built-in coffee culture but with menu offering meals
•emergent coffee market with a bread shop
•benchmarked with “Bread Talk”
•built on the equity established by the North Park Group.

25. Kopi Tiam
east meets west.

26. The restaurant located in Santolan and Benitez Streets in Horseshoe Drive, is an eclectic mix
of Asian decor but sparse and linear in interiors. By design, the restaurant has retained much of the
60s look yet contemporized so that it is modern yet nostalgic.
The place is designed to make frequent customers
out of first-timers.

29. Celadon, Citron
Cinnamon, Charcoal Gray
Jade, Mustard and Coral

35. Casual Chinese

42. Its offerings include a wide range of Asian offerings
unique from western type coffee shops.

43. Kopi Tiam is reminiscent of an American home in the 50s and 60s.
Located in Horseshoe, it gives it a positive aura where
sets of families and friends can enjoy good food.

53. Kopi Tiam
labels, wraps and
boxes

60. Kopi Tiam
environmental
graphics