task and objective

Task and Objective

Use service design thinking and strategic planning tools to prepare a proposal for a new business at Fort Canning. This is the ‘problem definition’ phase: this piece of work will define a gap in the existing suite of offerings at Fort Canning, and will culminate in a design brief for the branding of a new business in the precinct.

01. Overview02. Insight03. Brand idea04. Competitors05. Personas06. Design brief07. Moodboards

Tangible IntangibleLooking, and then seeing

Looking, beyond what we see

• Landmarks• Trees• Greenery• Leaves• Benches• Flowers• Fauna• Terrace• Hill• Park• Water• Pathway• Wildlife• Visitor• Gates• Boudlers• Earth• Rocks• Fountain• Barrier• Artefacts• Lawn

• Calming• Relaxing• Soothing• Elegant• Modern• Mature• Refreshing• Connected• Linked• Scenic• Earthy• Immersive• Historical• Organic• Rustic• Central• Mixed• Sensorial• United• Refuge• Bustling• Quiet

1. Observe the obvious2. Tangible qualities allows

us to internalise thephysical environemnt

3. Sometimes, we need notbe afraid of the obvious

1. Intangible qualities addsdepth the the precinct

2. Intuitive descriptors hintsits nature and personality

3. Words unlock our innermost intuition andemotions with regard tothe area.

• Hotel• Trelis• Shelter• Swings• Signages• Gazebos• Bunker• Arches• Bricks• Shades• Tentage• Steps• Dome• Stairs• Sculptures• Eateries• Lighthouse• Pond• Lamps• House• Canon• Lights

• Tranquil• Dynamic• Rejuvenating• Cultural• Wellness• Fresh• Remixed• Opened• Balance• Present• Settled• Clarity• Relatable• Comforting• Unique• Synergy• Symbiosis• Fusion• Optimism• Organisation• Wise• Informed


DiningFine dining and concept stores

ShoppingAlong the street and shophouses

Fort Canning (main focus)Part of the Nparks cluster of parks

Private housing areaEstate that costs more than the average amount compared to regular HDB flats

Tourist spotMarina Bay area, which houses the shoppes, Gardens by the bay and Merlion

Working spacesMany offices housed in repurposed shophouses and regular office buildings


Locality –– demographics translation (to be defined through personas)

1. Millenial workers 2. Tourists 3. Young adults 4. Young families 5. Young couples

• Mindful fo what they consume on day to day basis, aware of health issues and warnings.

• Practices modern mindful living throughout daily life.

• Sophisticated way of perception, looking beyond the superficial, seeking deeper meaning beyond what they do.

• They love to spend after work hours doing things of leisure and even socialising. This can be in the form of exercise or even gatherings or events happening nearby.

• Curious about the heritage, language, origins and culture of Singapore

• Largely open minded to differences in languages, practices and even perception

• Likes to get a taste of what makes a particular place of visit unqiue.

• Whilst being adventerous, they love to have convenience infused into every aspect of their lives while traveling.

• Eager to experience new things, be it places to visit, things to do or eat.

• Interested in modern living, that includes great inclusion of technology.

• They appreciate excitement and unqiue, compelling content which can pique their interest along with challenging their thinking.

• Interested in creating great shared experiences for all in the family.

• Enjoy experiences that is all inclusive for everyone in the family, even for grandparents, if they happen to be there.

• Families love to have fun, together, especially when the activity physically involves every single one of them.

• They have the intention of bringing out the best in everyone, especially when it comes to the kids.

• Looking to spend quality time with each other after work hours and on weekends.

• They look forward to escapades that will take them away from all things mundane or too basic.

• They love to have activities that create opportunities that will allow them to bond.

• Activities that provides for opportunities for group sized interaction when they hang out in groups, like double dates or group hangouts.

01. Overview 02. Insight03. Brand idea04. Competitors05. Personas06. Design brief07. Moodboards

Attributes ofFort Canning

Commonalities

Sustainable

Attributes of people around

Fort Canning

CollaborativeStimulating

Open mindedThoughtful Enriching

Connected Aware Diverse

FulfilingExperiential

Caring Honest DependableElegant

IntuitiveModernAspirational Inspirational

Collective

Wise Connected

Smart

Confident

Collective

Modern

HolisticCalmingQuiet

RefugeSensorial

Elegant

MixedBustling

United

ScenicPeaceful

Historical

Wellness

Unique

CulturalNatural

Fusion

Cultural

OptimisticComforting

CulturalInformed

RoughPresent

Fresh

Wise

Mature

RusticSoothing Sophisticated

Leisure

Socialising

SeekingPercieving

Creative

SearchingInquisitive

AdventurousTech savvy

Intelligent

Physical

EagerThinking

Appreciative

InclusiveDetermined

Gritty

Mundan

Interactive

Opportunisitic

Relaxed

Swift

Considerate Decisive

Curious


Brand Idea


The ManorA mindful refuge into overall

wellness within the bustling city


Business Model Canvas for The Manor

1. Tea RoomProvides a grand selection ofherbal teas, savoury vegansnacks and vegan desserts.

2. Provision LoungeA grocer and lifestyle shopcombined. Its offerings rangefrom dried goods to eco-friendlyproducts

3. The AtticThe Attic holds many activitiesheld weekly. Regular weekdayactivities include sun-up and,sun-down yoga, botanicaldrawing classes, meditationclasses, nutrition talks andwaste reducing awareness talks.Workshops about recycledproducts and environmentexhibitions.

Could be rented for meetings and sessions by other parties, with refreshments provided by Tea Room.

Key Partners Key Activities Value Proposition Customer Relationships

Channels

Cost Structure

Revenue Streams

Customer Segments

Key Resources

Tea roomBollywood Veggies (Local)Mountain Tea (Taiwan)

The Sundry Lounge Honest to Goodness (Australia)Suminter (India)Pod Chocolate (Bali)

The Attic: Activities & WorkshopsHazel from Academy of Yoga Celine Asril: sustainability talksNational Heritage BoardNational Design CentreNational Arts Council Noise SingaporeNature Society SingaporeEco Singapore

1. AwarenessWord of mouth,Online platform (Social media)Offline platform (public areas)points of transit and transport)

2. Purchase (Physical/Virtual)Both in store and out of store

3. DeliveryAn opportunity for positivecustomer interaction

4. After SalesPoint of interaction withcustomers after initial sales.

1. F&B/retail sales from TeaRoom and Sundry Lounge.2. Sales of reservations inregular weekday events 3. Rental of The Attic forevents, meetings, and evenweddings.4. Organising local maker’smarket sellingSingapore-made beautyproducts, handmade ceramicsand ethical fashion items.

1. Designing and building2. Creative Service3. marketing strategies4. Space maintenance5. High quality materials andingredients for retail points6. Attracting, training andhiring employees

Personal assistance around The Manor Self service check out at retail pointsBuilding a community that everyone will be involvedExhibitions to keep clients update about environmental consciousness, sustainable living Online Presence

1. Health-conscious: people whoare gaining awareness in nutritionand looking to buy and use withmore thought of what goes intotheir food.2. Sustainably-aware: peoplewho are mindful about their carbon footprint.3. Vegans, or those who want tocut down on animal products.4. Corporate entities who arewant to be more involved inenvironmental CSR.

Physical resources: • Glass building• High quality fresh ingredients,non-perishables and teas

Human resources• Staff who are motivated andwilling to learn.• Talented and experienced chefs• Partners organising our activitiesat the Attic• Design studios for creativeservices (architecture, wayfinding,interior decor, brand identity)

A multi-concept store and event space for those looking for a respite close by, providing businesses and services for a better quality of life.

A cleverly-designed, low-energy building that provides a tranquil escape into the greenery. Hugely inspired by and revolving around plants.

A place to connect you to wholesome experiences that contributes to a better you. Services and practices housed here are those that contribute to better living, feartured in healthy food, enriching activities, environmentally friendly products.


The Manor

Tea Room

The Sundry Lounge

The Attic

The concept of having even the naming convention fit into a larger picture, in this case a manor in the precinct.

We are a multi service brand that offers many things for everyone.

AtticLoungeRooms

The Manor

Tea Room

1. The Tea Room has a variety of teas sourced direct from growers in Asia.

2. Creates a flavour that is unique only to that region.

3. The Tea Room serves up vibrant vegan dishes and desserts, using fresh ingredients and techniques which preserve taste and nutritional value.



The Sundry Lounge

1. The Sundry Lounge aims to help educate and provide the masses with ethically produced provisions

2. Showing that it’s possible to live and grow with a better impact on our environment and providers.

3. Eventually moving on to e-commerce and delivery, providing even more people with quality, ethical food.

The Manor


The Manor

The Attic

1. The Attic holds many activities held weekly.

2. The Attic could also be rented for meetings and sessions by corporate parties, or even weddings, with refreshments provided by Tea Room.

Tea RoomA vibrant vegan kitchen and tea appreciation store.

Focuses on fresh natural ingredients sourced direct from growers as much as possible and crafts menus based on seasonal availability.



Tea RoomTea is sourced direct from growers and features special blends unique only to them.

Sundry LoungePromoting ethical consumption, The Sundry Lounge stocks primarily quality dried goods that are sourced straight from the makers as much as possible.



Sundry LoungeThe Sundry Lounge also uses shelving and decor made from upcycled materials designed and produced by local craftsmen.


The AtticA conducive, beautiful space where weekly activities are held. Examples include:

• Yoga• Botanical drawing classes• Beauty and self-care workshops• Flower arrangement classes• Sustainability in Singapore talks• Vegan nutrition talks

Target Audience

Targeted audience1. Health-conscious: people who are gaining awareness in nutrition and looking to buy and use with more thought of what goes into their food.

2. Sustainably-aware: people who are mindful about their carbon footprint.

3. Vegans, or those who want to cut down on animal products.4. Corporate entities who are want to be more involved in environmental CSR

What these personas have in common

Each of these personas have a desire to better themselves holistically from the inside out. They’re discerning and learned. Having grown up with advertising and marketing strategies in their faces, they seek authenticity more than promises.

01. Overview 02. Insight03. Brand idea04. Personas05. Competitors06. Design brief07. Moodboards

Competitor Analysis

Our Competitors - at a glance

Multi Concept Brands Vegan/Vegetarian Food Focused on Tea

The Social SpaceKnots Cafe and LivingNaiiseDesign Orchard

HrvstNomVNomReal FoodFabulous Baker Boy

TWG

01. Overview02. Insight03. Brand idea04. Personas05. Competitors06. Design brief07. Moodboards

01. Overview 02. Insight03. Brand idea04. Personas05. Competitors06. Design brief07. Moodboards

task and objective

Documents