In 2023, Idea Ink was invited to illustrate a guide brochure for international delegates visiting Singapore. Inspired by the popular TV show "Emily in Paris," Emily Su, an industrial engineer at Applied Materials, authored the pamphlet. It offered a curated selection of top food and beverage hotspots across Singapore as a tribute to the Applied Materials’ Asia Council Special.

Here's how we did it!

(1) Design research:

Bringing the nationwide taste of Singapore into a tri-fold brochure was no easy task. The challenge lay in fitting all the dishes, ranging from time-tested hawker fare to trendy foods and beverages that have quickly become Singaporean staples, as well as nostalgic treats that evoke fond childhood memories. We conducted comprehensive research on how to bring together Emily's top food and beverage picks in a pleasing colour scheme, design, and narrative to best echo Emily's voice through this brochure.

(2) From idea to execution:

After identifying effective solutions to the challenge, our illustrators drafted a preliminary sketch to intricately detail Emily’s journey on a playful map, ensuring that all spots were highlighted. Working together with the Applied Materials Communications Experience Team, we established a workflow to facilitate the exchange of ideas and feedback.

What's on the front page?

Before you begin your way-finding adventure with this map, you'll first see Emily standing in an iconic Singaporean dress in front of two famous landmarks in Singapore: Marina Bay Sands and the Art Science Museum. "Welcome to Singapore!" That's the warm welcoming message Emily wants to convey when you see the front page.

What’s inside?

We sprinkled several iconic Singaporean landmarks throughout, including Orchard Road, Marina Bay Sands, the Merlion Statue, the Esplanade, and the National Gallery of Singapore. And let's not forget, we also included Emily's top selections of food and beverages, allowing visitors to explore and enjoy the rich culinary offerings of Singapore while taking in its iconic landmarks.

Excited to check out Emily’s top picks? Flip the page, and you’ll find all the details! From brunch and coffee menus to kick-start your morning, to food centres that offer the best tastes Singapore has to offer, and even to cocktail bars that put Singapore on the world map!