Case Studies

Overrice – How Singapore’s Very Own “Halal Guys” Found Success Amidst Pandemic

How Singapore’s Very Own “Halal Guys” Found Success Amidst the Pandemic

“You don’t need to be from New York to have heard about The Halal Guys, a famous food truck empire known for serving up spice-scented meats with rice. And now, you don’t even need to travel far to get a taste of the dish. Closer to home, along Arab Street, four Singaporeans have decided to open a rice bowl café inspired by the iconic street cart.”
– Fabian Loo (TimeOut Singapore), 2020

In this modern era, the way the F&B industry has done business has changed. Now, the touch of technology is everywhere, even in small businesses. With information available at our fingertips, customers would search online on a business before even considering trying it out. Can you imagine how many clients you are losing out on if you are not linked up with your customers on the internet. You cannot even grow your business now without the help of the internet and modern technologies. Today, we will discuss the success story of Singapore’s renowned restaurant Overrice and how we helped them achieve just that.

Overrice serves 100 percent halal food with the best qualities. They are offering a taste of New York’s Halal fare in Singapore. They have a variety of items, such as non-veg mutton, chicken, and different vegetables. They always deliver excellent and fresh handmade foods with no preservatives. You could have the ingredients stuffed within a pita pocket (from $6.90), but rice is the better option. The signature bowl starts off with scented basmati grains, topped with chicken ($9.90), falafel balls ($9.90), or beef ($10.90). 


As there are many restaurants in Singapore, Overrice, as a new entrant, needs more publicity and attraction to grow their business. They also need to position themselves as a trustable restaurant so that customers can believe in their value proposition and their services. In this business, the first impression of a customer truly matters. In fact, stats showed that a customer is more likely to come back as a regular customer after eating at the restaurant more than 2 times. Overrice wanted to overcome this exact challenge through smart and well-grounded branding throughout their stall at Arab Street.

Business Problem:

The goal of this branding campaign was to increase online and offline traffic and drive more inquiries towards their initial launch.

The Results:

After weeks of research and communication with the Founder, our team of creatives was able to come up with a well-thought-out logo that reflected their company vision, values, and culture. The final logo was then used on other collaterals such as T-shirts, signages, and menus. In addition to the logo, we created matching business cards for each of the executive teams. 

Overrice was an overnight success after its initial launch in late 2020. They garnered strong media attention from reputable local platforms and quickly sold out! They were that popular, and we were proud to be a part of their story.

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