Project Detail
Food has always been the most honest expression of culture. The National Museum of Singapore understood this when they created Life & Living — a series of lifestyle programmes designed to bring visitors closer to history through taste, touch, and conversation.
Leap was brought in to give the series its face. The identity needed to feel like an invitation — sophisticated but never intimidating, rooted in heritage but alive in the present. The logotype delivered exactly that: a calligraphic flourish woven into the letterforms, marrying old-world elegance with modern typographic confidence.
The campaign extended across a folded programme brochure and a suite of individual event posters — each one colour-coded to its occasion, from the warmth of a chocolate tasting to the brightness of a herb and spice masterclass. Silhouettes of people socialising, dining, and exploring ran throughout, grounding the design in the human experience at the heart of every event.
It was a design system built not just to inform, but to make people feel something before they even walked through the door.
