Kheng's

fifty years of family baking, finally given a brand to match.

about the client

Kheng's is a Singapore family food brand built around artisanal quiches and tarts. It began in 1974 with Joseph and Irene Kheng baking old-school cakes, and is carried forward today by chef Chris Kheng and his son Cameron. Two generations on, the homemade spirit is still the point — only now it runs through a tightly curated menu of quiches, tarts and slow-made bakes.

the challenge

Kheng's had the food, the family story and the quality — but no brand world to hold them together. It risked reading like just another home-baking business instead of an established, artisanal name. The identity had to carry heritage, old-school trust and homemade warmth while staying polished enough for menus, social, ordering and a wider business.

our solution

We built the identity around a handmade, old-world food language — crusty, warm, passed down rather than manufactured. A detailed, hand-drawn quiche sits at the centre of the mark, rendered like a stamp from an old family bakery, paired with a warm vintage serif and the descriptor 'Artisanal Quiches & Tarts.' An earthy palette of gold, coffee, saddle brown, cream and chocolate pulls from baked crusts and old recipe books, while rustic, warm-lit food photography keeps every touchpoint feeling homemade and generous.

Kheng's hand-drawn quiche submark on a cream botanical background

Kheng's Homemade Quiches social tile on a patterned brown background

Kheng's artisanal quiche served whole on a rustic board with fresh ingredients

Kheng's 'Hey, it's bread time!' social post with a baked dish

Kheng's menu cards for quiches, sweet bakes and sides

Kheng's 'Experience the magic of Artisanal Bread' social post

Kheng's full menu spread — drinks, main menu and packages

Kheng's kraft business cards with the engraved quiche mark on a warm surface

fifty years, served warm

The story starts in 1974, with two people baking simple cakes their family loved. We wanted the brand to feel like a continuation of that, not a reinvention — so we leaned into archival bakery cues: engraved detailing, tactile borders, menus that read like old recipe cards. The new system gave Kheng's the depth to move from home-led orders into a credible artisanal brand, ready for menus, social, website ordering and larger catering moments. It now feels like a name with history and taste — a family legacy people can buy into, not just a menu.