The Factory Cafe is a hidden gem nestled in the industrial heartlands of northern Singapore, serving dishes such as rice bowls, pasta, pizzas, and more. It boasts a menu that also includes finger food, smoothies, beers, coffee, and tea. With such an extensive and affordably-priced menu, it wanted to increase customer awareness to the working crowd around the area, as well as the heartland dwellers a walking distance away.

The brand identity is inspired by the industrial conveyor belt where products are manufactured. This is relatable to the primary walk-in customers of the cafe – the working class who come in to get their daily morning caffeine fix. The monochromatic identity is adaptable and scalable to their social media platforms, where most of the enquiries are received.