Located in the heart of Singapore’s business district in Tanjong Pagar, Preludio is a modern dining concept from Chef Fernando Arévalo that moves with time in orchestrated chapters. I began by simply helping the chef on the brand identity, eventually became a partner in the venture. We opened in November of 2018, debuting with the first chapter “Monochrome”, which lasted for 14 months until 1st February 2020.
The Preludio logomark is a minimalist initial P made up of 2 main elements: a parallelogram for the stem and a crescent for the bowl. The parallelogram is created from 2 overlapping sinusoidal waves, mathematical curves that describes a smooth periodic oscillation; whereas the crescent is a subtraction of 2 solid circles into a crescent to indicate the moon, representing the idea of constant change.
The Preludio logo can be interpreted in 3 ways. First: the stem of the logomark indicates a spring leaf growing, paying homage to the farmers and producers who bring the best seasonal ingredients to the table. Second: a crescent is formed to represent the moon and its phases, the harbinger of change, an integral philosophy of the restaurant. Third, the nib of a pen traces out an incomplete circle, demonstrating the concept of an author (to reflect the restaurant’s “Author’s Cuisine”), with an open circle to indicate that our story is still continuing.
I usually shoot on a Canon EOS 5D Mark III, using the following lens kit:
- Canon EF 28mm f/1.8 USM prime lens
- Canon EF 17-40mm f/4L USM wide angle zoom lens
- Canon EF 70-300mm f/4.5-5.6 DO IS USM telephoto lens
Webdesign & Development
The website is a custom hardcoded theme using WordPress as a CMS. I used HTML5, SASS, and jQuery.
Social Media (Facebook/Instagram)
I also manage the restaurant’s social media, using the content I shot, writing captions and scheduling posts.
I also create video content for the restaurant’s social media pages. I shoot on the same camera that I use for still photography, and edit in Premiere Pro and After Effects.
I shot the core team (Chef/Owner Fernando Arévalo, Pastry Chef Elena Perez, and Sommelier Chip Steel) in their element, then edited into timeless cinemagraphs.