Creative Capital: Feral's Rafiq Mohamad, the branding whiz behind some of Singapore's best restaurants and bars
Y'all may non know Rafiq Mohamad'southward name, nor the name of his 7-yr-old branding and blueprint agency Feral, but chances are you've seen his piece of work.
His client list includes hip eateries and nightlife joints like Junior the Pocket Bar, the Michelin-starred Mod-Sin restaurant Labyrinth, Bincho, Salted & Hung and the now defunct Pollen.
36-year-sometime Rafiq was also one of the curators behind the Passion Made Possible campaign, which culminated in an event bringing together and jubilant 19 of our best and most artistic local talents.
While the pandemic was tough on all agencies – Feral included – the last few months accept been proficient for Rafiq and his team. Business organisation has picked up and they are working on some heady new projects. I checked in on this humble creative to learn more about both him and his bureau.
How-do-you-do, RAFIQ. WERE Yous Artistic Fifty-fifty WHEN YOU WERE YOUNG?
Every bit a child I always had a healthy imagination. It was always evident whenever I played past myself or with other children. I was always game to create fantastical scenarios. Often, that would translate into the drawings I made. I'm very fortunate that my family was able to provide me the space to express myself during my early on childhood.
WHEN DID YOU KNOW Yous WANTED TO Be A DESIGNER?
If I could pin down a item moment, it would have to be when my History of Graphic Blueprint lecturer at Nanyang Academy of Fine Arts (NAFA) shared with the class a poster designed by Herbert Matter promoting winter holidays in Switzerland. Information technology was role of the extraordinary series of Swiss travel posters he made from 1934 to 1936. 1 of them consisted of a close-up image of a smiling woman peering through the shade of her visor. She serves as the chief subject area confronting a groundwork of clever montages. Information technology was and then visually arresting to see something that was and then dynamic. That moment opened my mind to the potential of being able to create something that was simple in its intention but added groovy value to the visual vernacular.
WAS NAFA A DEFINING EXPERIENCE FOR YOU?
My three years at NAFA were such an middle-opening experience, especially my first year, in which I was exposed to so many different traditional art disciplines, from ceramics to Chinese ink. It really forced me to be open up and highly adjustable in trying to sympathize these dissimilar art forms. Information technology taught me to appreciate different artistic disciplines through diverse cultural and philosophical perspectives. The lecturers were generously sharing with the students their own personal experiences. I remember my Chinese ink lecturer telling me to boring down and not rush my brush strokes. I was rather impatient when I showtime started learning Chinese ink; there were a few instances where my brush was too moisture and it tore the thin rice paper. The Chinese ink lecturer was patient with me and guided me forth. By the finish of the 12 weeks, I was able to deftly produce a Chinese ink bamboo painting.
WHAT WAS THE BEST PART OF THE EXPERIENCE?
At NAFA, I was also exposed to classmates that were from different age groups and nationalities – students from all walks of life and backgrounds. It definitely expanded my globe view. I was always in awe of some of my classmates' technical skills. I was very fortunate to be in an environs in which the students were kind to each other. I recall of my onetime classmates fondly and am grateful that our paths crossed at that moment in time.
AND WHAT LESSONS LEARNT There DO You Still APPLY TODAY?
Oh, there are plenty of lessons from NAFA that I still apply to my own do today. Yous should always do your inquiry and look beyond what is expected from yous. Always be curious and open in finding out more than from others and learning most different fine art forms and histories. I think it is e'er important to look into the history books and see what has been done. Information technology is possible to add your own personal spin to it. Never be afraid to attempt something new. Information technology may not necessarily reap rewards instantly, merely there's definitely room for growth and improvement. Sometimes the failures surprise and atomic number 82 y'all in a new direction or tangent. Only be open up to the possibility.
TELL ME ABOUT STARTING FERAL. HOW DID YOU KNOW Y'all WERE READY TO START YOUR Ain Shop?
I was in the manufacture for eight years before starting Feral. With a wealth of experiences gathered through the years, I figured I could apply them to my own studio. Feral was founded in 2022 when Wynk Collaborative asked if I was interested in working together with them for a commercial project. An opportunity presented itself to me and I knew I should accept the leap and see where the journey of running my own studio would accept me. I was fortunate enough to be surrounded past a group of close friends who were creatives from different fields running their own respective practices. It gave me a sense of balls that I could do something similar. I honestly didn't know if that was my "Saturn Return", which is a period where y'all question who you lot are, what your legacy is and what you're here to go out for the world.
Tin YOU TELL ME More than ABOUT THAT Showtime GIG?
The studio'south first project was for a cafe situated forth South Buona Vista Road. The spatial designers, Wynk Collaborative, were generous to share with me their textile palette of cement, brick and reclaimed timber, juxtaposed with sumptuous blocks of colours and textures. This was helpful in creating a complementary supporting brand visual language that centred on the tactile qualities of paper. I recall how excited the clients were when I proposed an Arjowiggins Curious Matter paper for their name cards. The newspaper shares textural similarities with tater skin. It was a subtle reference to a humble ingredient that was in line with the customer'due south business philosophy. This moment would non accept been possible if not for the clients being open up with me in sharing their personal thoughts and ideas during our conversations. Information technology definitely felt great when the client asked the studio to assist rebrand 2 more than of their businesses, On & On and Sin Hong Yun, which required working with some Chinese linguistic communication elements. They were willing to hazard on a studio whose primary neither speaks nor writes Mandarin.
WHAT DOES FERAL SPECIALISE IN?
The studio specialises in helping businesses articulate their brand narrative through design that is tailored to their needs. The conversation betwixt the client and studio helps create a holistic approach in building an identity that would further strengthen their business concern. Every blueprint claiming is an opportunity for the studio to expand and push ourselves further in developing ideas and solutions for the client. The studio isn't simply limited to branding and graphic design projects. For example, multi-brand furniture shop Journey East reached out to the studio to select seven local creatives to reimagine the Qeeboo Rabbit Chair equally an objet d'art to raise funds for the Children's Cancer Foundation.
WHAT DO YOU WISH YOU KNEW Most RUNNING YOUR OWN Concern THAT Y'all DIDN'T KNOW Back IN 2015?
That information technology's okay to stumble sometimes, and it'south not the stop of the world. Situations may not always exist platonic but you can always try and make the best of it. I would definitely be much kinder to myself equally well.
WHAT HAS BEEN YOUR Best Retention ASSOCIATED WITH FERAL TO Date?
I call up the studio has many swell memories associated with clients and projects. It's heartening whenever the studio gets a project through a client referral. I'thousand always grateful that the studio is able to have projects that are based overseas besides. One highlight for the studio would exist a branding projection for Shady Acres, a vino bar located at Pare Street in Central, Hong Kong. Information technology was heady to come across the clients in the space and sympathize their intentions with the business. I spent a few days in Hong Kong observing the types of customers that the client was targeting; observing their spending habits and patterns. It was definitely fascinating to observe how both the local and departer communities in Hong Kong engaged with F&B spaces. In agreement the consumer psyche, I was able to design a brand visual that was suitable for the Hong Kong market place.
WHAT HAS BEEN THE HARDEST Obstruction Yous HAD TO OVERCOME?
The starting time year of the pandemic was particularly challenging. At that place weren't many new projects happening. I used this down fourth dimension to take stock of what I wanted Feral to be when things picked upward. I've ever believed that in life, there's bound to be peaks and valleys. I recognise my privilege of beingness able to run my own studio in this current climate. Thankfully, the studio is getting more and more projection enquires now.
I Honey THAT Y'all WERE CURATOR FOR THE PASSION Made POSSIBLE CAMPAIGN. WHAT IS YOUR Own TAKE ON OUR LOCAL CREATIVE SCENE?
Information technology was definitely a team effort for such a massive brand launch campaign. Plus Collaboratives reached out to me and asked if I would be interested in working together with them on this projection. Together, we shortlisted hundreds of local creative talents from different fields. That exercise itself is proof that Singapore is bursting with creative talents.
I always believe that it'due south all-time to uplift other talents. Information technology is just when we uplift each other that the scene grows and flourishes. That was the whole betoken of the Passion Made Possible make launch campaign activation. It was to showcase and highlight local creative talents who may not necessarily exist on your radar. I recall our local creative scene has so much to offer and it's a matter of providing a suitable platform for them to truly smoothen.
WHO WAS THE MOST FUN OF THE VARIOUS TALENTS TO WORK WITH?
Every chosen talent brought a certain free energy and flavour that created an overall holistic and dynamic outcome. We told all of the talents involved on the actual day of the event that it was their evidence. We wanted the creative talents' names and the astonishing work they do to exist in the invited guests' and Singapore Tourism Board'due south consciousness. I am so grateful to Plus Collaboratives for assuasive me to exist part of their team for this event. We worked closely from the ideation upwardly to execution of the event. The level of thoughtful rigour we applied to this event was amazing. It was definitely a career milestone for me to be involved in a national campaign event of such a calibration. It was definitely fun to work with Mr Has of Rawjak and Chef Drew Nocente of Salted & Hung. I knew them both during my time at W Singapore, back when Mr Has was the music manager for Westward Hotels Asia Pacific and Chef Drew Nocente was the Chef de Cuisine at SKIRT. It felt like a mini reunion of sorts. I think if you're able to work with friends, that'southward a true sign of how that friendship is built on solid trust and respect.
WHAT WAS THE Nearly MEMORABLE Experience FROM THE CAMPAIGN?
I will never forget the expression of pure please and amazement on the faces of the invited guests when the curtains fell to reveal all of the talents. The guests were so excited to interact with all of them. It was such a joy to run into what we had planned on newspaper manifested right earlier our eyes. It validated months of planning.
WHO OR WHAT INSPIRES You lot?
Creatives who uplift and support their peers are fantastic – that generosity towards strengthening and building a vibrant creative ecosystem. The scene is too small to be working in silos. Something that I've learnt from my close circle of friends is to always be magnanimous – information technology doesn't cost you anything.
I recollect equally creatives, it is definitely important to support i another. That support doesn't necessarily need to be translated into monetary value. I've always believed that if I'm not the best fit for a item project, I'll recommend someone I know would do a meliorate task.
YOU HAVE A LOT OF Absurd F&B CLIENTS. IS THAT A PASSION OF YOURS? IF SO, WHAT ARE YOUR OWN FAVOURITE PLACES TO EAT AND DRINK?
I can see why you would retrieve that. Specially when the studio recently completed a branding projection for Nemesis, a cocktail bar that serves not bad pizzas located at Duxton Hill. This was a fun project that immune me to create a serial of "vandalised" classical paintings that are hung on the wall, adding to the attitude of irreverence and sense of humour that is the Dna of the bar.
I recollect I'm drawn to projects that allow me to stretch my visual linguistic communication application. I was excited when the studio did the branding for Kurin Organics, a client based in Australia that manufactures their own plant-based and 100 per cent biodegradable laundry detergent. They were successful in developing a proprietary formula that dissolves in h2o, and created the globe'southward get-go soap-free raw denim launder. That is how committed they are to the environment. It was inspiring to create a brand linguistic communication that references textures found in nature.
Another great example of a project that the studio was responsible for is the digital artworks for Singaporean vocalist Joanna Dong'south Mandarin singles. It was really insightful to work closely with Joanna in understanding the meaning behind her songs. I was definitely upward to the challenge of creating a series of visuals with Chinese typography.
The studio produces work that tends to accept a human-centred chemical element as the guiding strength. The visuals need to serve a purpose and reply a brief. I estimate that could be the through line that links back to a having a passion for hospitality-led businesses.
I definitely enjoy the occasional dark out. I e'er joke with my friends that a night out is all in the name of research and development. I've ever believed that the bar or counter seats are the best place to go to know an F&B establishment meliorate. Chatting with bar, kitchen or service staff, y'all notice out more about a place when you lot interact with the people working in that location. When I'm hankering for a adept burger, I head to 28 Hong Kong Street. The burgers are delicious – their patties have a great residual of lean and fatty ground meat. Especially when the doneness is medium rare, it really does the trick of satiating that craving. It helps that caput Bbartender Ronan Keilthy makes a hateful Mezcal Gimlet to truly complete the whole experience.
WHAT WOULD BE THE DREAM GIG?
I would love to do a branding project for a hotel, museum or infinite that has programming centred around the arts, civilization and hospitality. I've ever had this desire to exist role of a project that involves creatives from different areas of expertise and specialisation. I call up observing and learning from other creatives and their processes intrigues me. Information technology'south definitely exciting to run across how a spatial designer defines the circulation of the infinite or how a lighting designer is able to create a desired mood just by manipulating an intangible element.
ANY COOL PLANS OR CAMPAIGNS FOR 2022?
We're currently working on a few projects that are gear up to launch in the get-go quarter of this year. We have a branding project for a restaurant that is based in Kota Kinabalu. The studio is as well working on a branding project for a concrete trainer. And we are working with three local creative studios to produce a range of soft furnishings for a local multi-brand article of furniture shop.
Source: https://cnalifestyle.channelnewsasia.com/dining/rafiq-mohamad-feral-branding-singapore-restaurant-bar-298911
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