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BCH Grillery — In-House
Design That Elevated
a Flagship Retail Experience

As an in-house designer, I developed a complete design system for
‍Bee Cheng Hiang Grillery, the brand’s flagship store located on Serangoon Road. This project was about more than just visuals — it was about creating a consistent, premium customer experience through design.
From label systems to materials, every detail was considered for in-store rollout.

My Role & Responsibilities

  • Designed a scalable price label system from layout to production
  • Created bilingual typography logic for English and Chinese pairing
  • Selected tactile, high-quality materials to elevate brand presence
  • Developed internal layout templates for easy staff replication
  • Managed short-run in-house production and finishing

Design Approach

Product placement directly informed the label hierarchy. I designed layouts that made prices and item names easy to scan in-store, especially in a busy retail environment.

  1. Accessibility-First Layouts
    Product placement informed how information was structured. I prioritized clear hierarchy and eye flow for quick scanning in a real retail setting.
  2. Bilingual Typography Harmony
    Since BCH serves a bilingual audience, I tested and selected font combinations that provided equal visual weight and clarity in both English and Chinese — without compromising aesthetics.
  3. Premium Material Selection
    The store’s elevated concept required elevated tactile quality. I sourced and tested paper stocks that supported small-batch printing while maintaining a luxurious, refined feel.
  4. Scalable System Logic
    Instead of static one-offs, I created a modular layout framework that allowed store staff to update and replicate label designs as needed, keeping the system efficient and consistent.

Process

System

Impact on the Brand

  1. Reinforced BCH Grillery’s premium positioning through upscale visual and material choices
  2. Improved customer wayfinding and decision-making by structuring label content clearly and logically
  3. Increased operational efficiency through templates that staff could easily manage
  4. Supported BCH’s evolving identity as a modern, experience-focused retail concept

This project reflects how I approach design in-house — with attention to brand story, operational needs, and the customer’s lived experience. The work may look minimal, but every detail was considered to build a system that’s functional, scalable, and aligned with the brand’s future.

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