Pecking Tales: Redefining Fast Food Through Fusion Cuisine
Situation: Launching Premium Fusion Fast Food in Competitive Market
Pecking Tales is a premium cosmopolitan fast food restaurant brand serving international fusion food recipes in Singapore. Unlike traditional fast food chains, they offer innovative takes on global favorites—from Thai spring rolls and Mediterranean falafel to Indian kebabs and Japanese yakitori, each dish features creative twists that elevate familiar flavors.
The Singapore fast food market is highly competitive, dominated by established international chains. Pecking Tales needed to differentiate themselves by communicating their unique positioning: fast food that’s both convenient and sophisticated, fusion cuisine that respects tradition while embracing innovation.
Task: Create Brand Identity That Communicates Unique Positioning
The challenge required:
- Unique positioning: Brand identity that communicates sophisticated fusion cuisine
- Market differentiation: Stand out from established fast food chains
- Multi-channel presence: Brand system that works across website, menu, and marketing
- Cultural balance: Fusion cuisine that respects tradition while embracing innovation
Action: Comprehensive Brand Development
Brand Identity Development
Creating the complete brand identity for Pecking Tales was as challenging as it was fun. The fast food market space is saturated with established chains, and to stand out from the crowd, the brand needed a unique identity that told a compelling story.
The creative team at Spellbrand developed an incredible primary logo design and extended it into a comprehensive brand system including:
- Superb secondary brand marks for various applications
- Tagline development that captures the fusion concept
- Custom icon set based on the primary mark
- Complete visual language that works across all touchpoints
Website Design
To match the superb branding we created and stay true to the brand’s vision, the award-winning creative team at Spellbrand designed and developed a stunning website that takes Pecking Tales to the next level. With a clean layout and attractive design elements, the website attracts attention while making it easy for customers to explore the menu and place orders.
Key features of the website include:
- Visual menu presentation that showcases the fusion cuisine
- Easy navigation for discovering different food categories
- Mobile-responsive design for on-the-go ordering
- Brand-consistent aesthetics that extend the visual identity
Interactive Online Menu System
We created an innovative online restaurant menu for the Pecking Tales website that can easily be updated and changed daily through a friendly and easy-to-use backend system. The result is an interactive online food menu that enables visitors to virtually taste the incredible food even before they set foot in the restaurant.
The menu system features:
- Daily updates that reflect seasonal offerings and specials
- High-quality food photography that showcases each dish
- Clear descriptions that explain the fusion elements
- User-friendly interface that makes ordering simple
Result: Brand Identity That Communicates Unique Fusion Positioning
The complete brand identity and website we created for Pecking Tales successfully communicates their unique positioning in the fast food market. The brand transformation delivers:
Strategic Outcomes
- Unique positioning achieved: Brand identity successfully communicates sophisticated fusion cuisine positioning
- Market differentiation: Stands out from established fast food chains through distinctive visual identity
- Cohesive brand system: Fusion of international flavors reflected in brand design, combining elements from different cultures into cohesive visual language
- Multi-channel success: Brand system works seamlessly across website, menu, and marketing materials
Implementation Success
Today, Pecking Tales uses this comprehensive brand identity and website to attract customers who want more than traditional fast food—they want an experience that celebrates global cuisine while maintaining the convenience and speed that fast food provides. The brand successfully positions Pecking Tales as a premium cosmopolitan fast food restaurant serving international fusion food recipes, with a brand identity that tells a compelling story and differentiates them in Singapore’s competitive fast food market.
