CULL UP.CO

Category: Brand, Visual Identity and UI/UX Design
Role: Visual Identity & UI/UX Designer
Timeline: Jan–Apr 2026
Skills: Illustrator
Photoshop
Figma
Creative ideation
Design thinking
Storytelling

The brief

The project required us to create a food brand that we would want Singaporeans to know of.

Overview

Cull Up.Co is a fictional Singapore produce brand designed to feel proudly local while catching a younger crowd's eye. The brand's philosophy is that every ingredient should be freshly culled on the spot, a play on words that runs through its whole identity delivering the finest, freshest fruits and vegetables from soil to table. Its identity rests on three ideas: farm‑owned freshness, a soil‑to‑table mission, and reconnecting people with natural food.

CULL UP.CO stationery: business cards, letterhead and envelopes in a warm red, orange and purple woodgrain mosaic

The challenge

How to make it more attractive for Singaporeans visually, yet bring in the Singaporean identity in what makes food good in the first place?

To do this, I was thinking a lot about how vibrant produce such as fruit and vegetables are and the fact that they are the main starting point in creating food that looks delicious to eat.

The outcome

Brand origin

Most F&B brands focus on the end product
What makes food taste good in the first place → ingredients
Saw an opportunity to build on the belief that great food starts long before the kitchen

Brand values

Freshness: it's the heart of everything we do
Sustainability: responsible farming is central to our identity
Quality: curating only the finest produce is our promise
Transparency: customers want to know where their food comes from

Business card back: website and address on the woodgrain mosaic, with one rounded corner

Business card and letterhead featuresFor the business card, there is a chamfering of the corners for a sleek, professional feel. The letterhead follows the brand identity, where cutting board imagery was used, representing the preparation of ingredients.

Brand identityTo give off a harvesting identity, I chose the concept of a wooden board, knife and vegetables for the logo design. The word ‘cull’ is a play on words which also means ‘harvest’.

Typography

Fun, bold and playful font representing the fun and joy of fruit and vegetables

Clean and neat font for clear and concise information to be read

Cherry tomato box, opened: a die-cut window above the tomato flap shows the tomatoes inside

Magazine spread: a yellow ‘Clean.’ page beside a ‘Red vegetables’ page of beets, red chilli, rhubarb, tomatoes and red potatoes

Newspaper page with ‘A guide to summer produce’, a black-and-white vegetable illustration

Packaging featuresSome elements of the packaging include: • The fruit or vegetable graphics change according to the fruit or vegetable packaged inside • The fruit or vegetable name, in this case ‘Tomato cull‑ection’, has a gold foil finish • There is a die‑cut opening to show what fruit or vegetable is inside the packaging

Magazine and newspaper featuresInformation about different coloured vegetables or fruits will be in the magazine, while the information about local seasonal produce will be in the newspaper.

Produce catalogue brochure: an accordion fold-out with ‘Melinjo’, ‘More cull-ection’ and a perforated $5 return voucher on the woodgrain mosaic

BrochureSome elements of the brochure include: • Imagery changes based on featured produce • Finishings: Spot UV varnish • Information about the current fruit or vegetable in season • More information about non‑seasonal produce • Perforated page • Finishing watermark: varnish

Bus wrap: both sides and the back of a bus in the woodgrain mosaic, with melinjo fruit and ‘Freshly culled melinjo from your local soil!’

Out-of-homeThere is a call‑to‑action on both the side and the back of the bus. The side of the bus showcases the new fruit or vegetable to promote it.

Website home page: a bowl of melinjo fruit marked ‘New!’ and colour-coded produce collections

Website About Us page with a vegetable illustration and the footer links

Microsite featuresIt features the fruit or vegetable on the landing page. The product line up is arranged based on the colour of the produce. It also consists of a section showcasing the description of the company as well as a call‑to‑action feature allowing users to know where to navigate throughout the site.