Parable first worked with SaladStop! to design their signature outlet experience, merging the functional needs with educational messaging in a time when many thought “healthy” meant Yong Tau Foo.

They grew from three locations in Singapore to fifteen. We partnered with them again to refine their brand communication strategy as they were looking to expand internationally.

With the evolution of the brand and the store design having moved forward, our objective was to make the brand consistent— for it to look more visually balanced, and to complement the store design.

The final brand mark is inspired by the crests in Japanese heraldry, or “Kamon”.

These are emblems used to decorate and identify an individual or family. They usually depict nature, and it felt fitting to use a “kamon”-inspired graphic for this family business.