DIY Tutu Kueh Gift Set (Development Book)

Queensway Lau Tan

Studio Project 2:

Queensway Lau Tan Gift Packaging Design (Singapore Food Gift) Development Booklet Toh Yi Qing (1303130G) Visual Communication

1.

Research & Analysis

The Brief Select a local food product and design its packaging so that is becomes worthy to be considered as a food gift.

Chosen Food Gift Product: Tutu Kueh

Chosen Food Gift Product: Tutu Kueh • Traditional snack made out of white rice cake • 1940s, a group of immigrants from China started selling traditional Fujian steamed rice cake • Which later evolved into ‘Tutu Kueh’ • Tutu’ came about from the hokkien term of ‘push’ • Popular street snack in Singapore • 1980s, Tay Low Long designed steam carts and moulds in stainless steel to make Tutu Kueh

Findings It’s kinda funny and kinda cool at the same time that a shop like this would exist in a posh mall like ION.... ...you’ll be happy to have this when every other snack you see doesn’t give you the home comfort or hot, steaming tutu kueh.

(http://www.straitstimes.com/lifestyle/food/food-picks-the-naked-finn-lau-tan-tutu-imperial-treasure-steamboat-restaurant)

(http://www.yelp.com.sg/biz/lau-tans-tutu-delight-singapore)

Part of the experience of having kueh tutu is waiting for it; with aromatic clouds of steam wafting about as one observes the kueh-maker deftly filling moulds, steaming and then uncovering them moments later to reveal fresh, irresistible tutu cakes.

(http://www.travelbytez.com/2012/10/tutu-kueh-delightful-snack.html) (Agnes Phua, http://www.iremember.sg/index.php/2014/04/original-tutu-queen-a-dream-come-true/)

Findings

(http://thedessertprince.com/tans-tu-tu-coconut-cakes-memory-invoking-kuehs/)

(http://www.straitstimes.com/singapore/hard-toil-and-good-times-on-the-streets?page=1)

Problem • Selling kueh tutu is on a decline as hawkers are switching to more popular foods or drinks.

• Can only be found in a few places today

(http://thedessertprince.com/tans-tu-tu-coconut-cakes-memory-invoking-kuehs/)

For tourists, not being able to bring Tutu Kueh back to their countires

• Decreasing popularity amongst kids today

Problem

Very soon you’d probably won’t be able to see anyone selling this anymore.

2.

Proposed Strategy

Proposed Solution

“Tutu Kueh Premix” DIY Kits • Expand Lau Tan Tutu Kueh’s business by introducing a new product • Allow people to make their own Tutu Kueh at home at their own time and comfort • Package the new proposed product as a food gift, allowing tourists to bring back to their countries • Educate people on the history of Tutu Kueh and bringing this dying local delicacy back to life

Food 1. Lau Tan Tutu Kueh Premix 2. Pandan Leaf 3. Flavour(s) Basic Tools 1. Flower Mould 2. Small cloths Instruction Booklet / Misc Prints

Gift Set Variations 1. Individual Set (smaller portion, one flavour, for self-indulgence) 2. Family Set (bigger portion, more flavours, families can make together)

3.

Target Audience

Target Audience Primary Target Audience: Tourists

Tourists

• Souvenir • Able to taste it even when they left Singapore

Secondary Target Audience: General Adult Public (Locals) Able to make Tutu Kueh whenever they are craving for it

General Adult Public (Locals)

• Gift on occasions such as birthdays, Chinese New Year, house warming parties, etc • Buy for locals studying or working aboard

4.

Proposed Design Solutions

Target Audience Concept 1 – Story of Tutu Kueh

Concept 2 – Snack Time!

Bringing the people back to their childhood when they often get to see Tutu Kueh commonly around Singapore

Encouraging Kueh Tutu as a form of snack/breakfast/ dessert

Concept 3 – The Warm of Tutu Kueh

Feeling the warm and comfortness while eating piping hot Tutu Kueh

Concept 1: Story of Tutu Kueh

Bringing the people back to their childhood when they often get to see Tutu Kueh commonly around Singapore

The term “Kueh Tutu” – It was the distinctive sound of the steamer boiling, or the hokkien word for ‘push’, referring to the seller’s pushcart, that birthed the name, which conjures up not just an enticing image of the steaming-hot snack, but its distinctive fragrance.

1930s – First popularized by Tan Yong Fa, a man who arrived in Singapore from Fujian 1949 – Lau Tan Tutu Kueh was founded 1980s – Period where this snack was popularized Singaporean Tay Low Long designed steam carts and moulds in stainless steel to make kuih tutu. He developed his recipe for the cakes based on his boyhood memories of kuih tutu made by a vendor in the Joo Chiat neighbourhood.

Party Catering – For $150, Mr Tay will supply a cart and a promoter to any venue from 7 to 10 pm, during which guests can eat as many freshly steamed kueh tutu as can be produced within that time.

Concept 1: Story of Tutu Kueh

Deliverables – Outer Packaging

Concept 2: Snack Time!

Encouraging Kueh Tutu as a form of snack/breakfast/ dessert/afternoon tea

Kuehs are more often steamed than baked, and are thus very different in texture, flavour and appearance from Western cakes or puff pastries.

Kuihs are not confined to a certain meal but can be eaten throughout the day Encouraging Kueh Tutu as a form of snack: • Reminds them of Childhood • Instead of the popular frozen yogurt, icecreams, cupcakes, muffins • Warm (served when piping hot) • Cheap • Modernising traditional pasteries • Ways to eat it with – milo, coffee, insta-worthy

Concept 2: Snack Time!

嘟嘟糕 tu-tu-kueh

The traditional steamed rice flour snack

Quick Intro Kueh Tutu is a traditional snack made out of white rice cake with either peanut or coconut fillings placed on a pandan leaf and is invented in Singapore. The name ‘Tutu’ came about from the sound that was released from the steamer used for making the cake. Though Kueh Tutu is very similar to Malay’s Putu Piring, also a steamed rice cake but filled with gula melaka and eaten with fresh grated coconut, according to both histories, both snacks evolved independently.

What’s Inside?

Ingredients 1 x Premix Flour 4 x Flavours 1 x Pandan Leaves Pack Tools 1 x Flower Mould 5 x Muslin Cloth

The Family Kit

Concept 2: Snack Time!

Premix, Flavour, Pandan Leaves

Instruction Book

Flower Mould, Muslin Cloth

Concept 3: The Warm of Tutukueh

When every other snack you see down the mall doesn’t give you the home comforts, tutu kueh comes into place When you eat it, you will feel a sense of ‘comfort’ that was provided by the warmness of the tutu kueh

Feeling the warm and comfortness while eating piping hot Tutu Kueh

Manufac

tued By

Lautantutu@g

mail.com | tutukueh.com

The Warm o

| +65 6423 2322

f Tutukue

h

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When every o ther s mall do esn’t giv nack you see dow ey o n u th th e e tutu kue home c h omforts c o m es into , place.

Concept 3: The Warm of Tutukueh Manufactued By

Lautantutu@gmail.com | tutukueh.com | +65 6423 2322

The Warm of Tutukueh Kueh Tutu is a traditional snack made out of white rice cake with either peanut or coconut fillings placed on a pandan leaf and is invented in Singapore. The name ‘Tutu’ came about from the sound that was released from the steamer used for making the cake. Though Kueh Tutu is very similar to Malay’s Putu Piring, also a steamed rice cake but filled with gula melaka and eaten with fresh grated coconut, according to both histories, both snacks evolved independently.

When every other snack you see down the mall doesn’t give you the home comforts, tutu kueh comes into place.

Feeling the warm and comfortness while eating piping hot Tutu Kueh

5.

Chosen Concept: Snack Time!

Pattern Explorations

Pattern Explorations

Pattern Explorations

Logo Explorations

Lau Tan Tutu Delights

Logo Explorations

Lau Tan Tutu Delights

Lau Tan Tutu Delights

Lau Tan Tutu Delights

Lau Tan Tutu Delights Lau Tan Tutu Delights Lau Tan Tutu Delights

Lau Tan Tutu Delights

Lau Tan Tutu Delights

Logo Explorations

Tutu Kueh Delights

Queensway Lau Tan Tutu Kueh Delights

Queensway Lau Tan

Queensway Lau Tan Tutu Kueh Delights

Tutu Kueh Delights

Queensway Lau Tan

Queensway Lau Tan

Queensway Lau Tan Tutu Kueh Delights

Queensway Lau Tan

Queensway Lau Tan

Queensway Lau Tan

QUEENSWAY LAU TAN

Tutu Kueh Delights

Tutu Kueh Delights

Tutu Kueh Delights

Tutu Kueh Delights

Queensway Lau Tan Tutu Kueh Delights

Queensway Lau Tan Tutu Kueh Delights

Queensway Lau Tan

Queensway Lau Tan Tutu Kueh Delights

Queensway Lau Tan Tutu Kueh Delights

Queensway Lau Tan Tutu Kueh Delights

Queensway Lau Tan Tutu Kueh Delights

Queensway Lau Tan Tutu Kueh Delights

Form/Handle Inspirations

Packet/Sachet (Inspirations)

Initial Mock Ups

Initial Mock Ups

Initial Mock Ups

Initial Mock Ups

Initial Mock Ups

Final Process

Final Process

Photoshoot