Roots

The Way We Were

'The Way We Were' is an art initiative by MessyMsxi and Ai Wei Lua, with merchandise products produced based on original artworks by MessyMsxi based on the themes of Kampong and Trade of the 60s. This initiative is part of Singapore Memory Project. We were engaged to design the project identity, collaterals and exhibition design.

Idea The project harkens back to the past and simpler lifestyles in Singapore during the 60s. As a visual statement, the identity logotype is right-aligned to force viewer to read in backward-flow style. This suggest the notion of looking backward in time. Neon pink is used as a bold and unexpected color to juxtapose with the illustrations. It grounds the visual look of the project with a hint of contemporary sophistication.

Packaging In the past, old newspapers were often used as cost-effective packaging materials in shops and markets. Inspired by this traditional practice, an authentic 1969's Singapura Times newspaper sheet is recreated as point-of-sale wrappers for the merchandise products.

Labels & Photography

Exhibition The merchandise products were launched held within National Library Building lobby. A fictional convenient shop in 60s brand is conceived to build the exhibition visual identity. With limited space and budget, our solution recycled discarded wooden palettes, aged artificially, and repurposed as shelves and display stands.