Introducing Eden Restaurant – the gateway
to a journey through Asia with the best
of pan-Asian delicacies, located in the heart of Orchard Road, Singapore.

Background

Pullman Hotel's highly sought-after flagship property aims to leverage its all-day dining concept and elevate its brand to cater to a broader audience. To bring this vision to life, they partnered with Minded Studio (a subsidiary company by BrandWorks Australia), a leading branding agency that specialises in creating unique brand stories and identities.

Challenge

The challenge was clear – how to create a strong brand identity that would distinguish Eden Restaurant from competitors in the highly competitive Singaporean culinary scene. Despite the market's evolution towards high-end European and Japanese restaurants, the Pullman Orchard Rd team recognised the demand for affordable, authentic Asian cuisine. They collaborated with BrandWorks to develop a compelling brand identity that showcased the restaurant's commitment to contemporary pan-Asian cuisine while offering an inviting atmosphere and memorable dining experience.

Approach

BrandWorks embarked on defining the brand's values and crafting a brand story that would take the audience on a compelling culinary journey. Drawing inspiration from Pullman Hotel's locomotive theme, Eden's story revolves around a lady named Eden, who travels through Asia on a train and discovers the region's incredible spices. Guests are invited to join this train and embark on a culinary journey through Eden's diary as they explore the regions through the dishes served.