Client
Seong Ying Chai 雙英齋
Industry
Heritage F&B · Pastry
Nine decades on Jalan Sultan, told in pen line and two languages.
A commemorative collection for our long-term client, a third-generation artisan pastry house that has anchored Kuala Lumpur’s old quarter since 1935. This year the brief shifted, from the seasonal to the monumental.
Client
Seong Ying Chai 雙英齋
Industry
Heritage F&B · Pastry
Nine decades on Jalan Sultan, told in pen line and two languages.
A commemorative collection for our long-term client, a third-generation artisan pastry house that has anchored Kuala Lumpur’s old quarter since 1935. This year the brief shifted, from the seasonal to the monumental.
THE STORY
Seong Ying Chai 雙英齋 was founded in 1935 by the Lee family on Jalan Sultan, in the old quarter of Kuala Lumpur. It began as a Cantonese restaurant and, over three generations, became the artisan pastry house it is today. While the physical storefront has changed over nine decades, the soul of the kitchen has not. Every piece is still hand-shaped from family recipes under the eye of master baker Leonard Lee. We have been Seong Ying Chai’s brand, packaging, and marketing partner since 2021, spanning four years of Chinese New Year and Mid-Autumn collections. For their 90th anniversary milestone, the brief shifted from the seasonal to the monumental: Legacy.
THE Approach
Our answer was to put the story in pictures, not headlines, and to write in two voices rather than translating one into the other. Because the current storefront looks nothing like the one Leonard’s grandfather built, we reconstructed the archival 1950s facade from old photographs. The illustration was drawn digitally by our founder. It is framed by elements that represent ninety years of grit: the master baker at his workbench, the vintage wooden mooncake mould, hand-shaped Gong Zai Bing (公仔餅), and heritage Nyonya pineapple tarts. To match the visuals, the copy carries two distinct linguistic personalities. The English reads as an intimate love letter to old Kuala Lumpur, while the Chinese is set as classical verse honoring traditional heritage. Both sit on a foil-stamped card tied to the mangkok tingkat that carries the pastries home.
WHAT WE MADE
Across eleven weeks, in three streams. The brand identity carried a 90th Anniversary campaign logo and a custom heritage illustration of the 1950s Jalan Sultan facade. The packaging held a commemorative mangkok tingkat collection, a foil-stamped bilingual card tied to the tiffin, and a red kraft gift bag. The marketing rollout extended across illustrated totes, posters, banners, and a social campaign on Meta and Instagram.
Client
Seong Ying Chai 雙英齋
Industry
Heritage F&B · Pastry
Nine decades on Jalan Sultan, told in pen line and two languages.
A commemorative collection for our long-term client, a third-generation artisan pastry house that has anchored Kuala Lumpur’s old quarter since 1935. This year the brief shifted, from the seasonal to the monumental.
THE STORY
Seong Ying Chai 雙英齋 was founded in 1935 by the Lee family on Jalan Sultan, in the old quarter of Kuala Lumpur. It began as a Cantonese restaurant and, over three generations, became the artisan pastry house it is today. While the physical storefront has changed over nine decades, the soul of the kitchen has not. Every piece is still hand-shaped from family recipes under the eye of master baker Leonard Lee. We have been Seong Ying Chai’s brand, packaging, and marketing partner since 2021, spanning four years of Chinese New Year and Mid-Autumn collections. For their 90th anniversary milestone, the brief shifted from the seasonal to the monumental: Legacy.
THE Approach
Our answer was to put the story in pictures, not headlines, and to write in two voices rather than translating one into the other. Because the current storefront looks nothing like the one Leonard’s grandfather built, we reconstructed the archival 1950s facade from old photographs. The illustration was drawn digitally by our founder. It is framed by elements that represent ninety years of grit: the master baker at his workbench, the vintage wooden mooncake mould, hand-shaped Gong Zai Bing (公仔餅), and heritage Nyonya pineapple tarts. To match the visuals, the copy carries two distinct linguistic personalities. The English reads as an intimate love letter to old Kuala Lumpur, while the Chinese is set as classical verse honoring traditional heritage. Both sit on a foil-stamped card tied to the mangkok tingkat that carries the pastries home.
WHAT WE MADE
Across eleven weeks, in three streams. The brand identity carried a 90th Anniversary campaign logo and a custom heritage illustration of the 1950s Jalan Sultan facade. The packaging held a commemorative mangkok tingkat collection, a foil-stamped bilingual card tied to the tiffin, and a red kraft gift bag. The marketing rollout extended across illustrated totes, posters, banners, and a social campaign on Meta and Instagram.