The Kelong was The Cathay Hotel's nightclub inspired by the picturesque fishing traps staked off the island's coast where fish and other sea creatures are directed by a series if palisades driven into the seabed to a holding enclosure under a gigantic platform at the deep end of the structure. Periodically a huge net beneath the waves is drawn up with hand-operated capstans to harvesting the catch of the day.  For the menu design we took the cue from the straw mats and jute ropes used in the operation of the kelong to create something unique with tactile feel and a rustic seaside look. The menu pages would be illustrated with pictures of fish, molluscs and crustaceans, and drawings of fishing paraphernalia such as woven baskets, drying trays, nets and hurricane lamps. Kelongs often hosted night stays for visitors attracted by gourmet dining on live seafood. What could be fresher than the catch swimming right under your feet? A truly delectable delight which The Kelong Nightclub...

  Above: Front and back covers, and first inside spread. Above: Second inside spread. Above: Third inside spread. Above: The printed brochure. Panels were reduced from six to four on each side. A section of final printed materials are shown below. Above: The printed ad in travel magazines. Above: Press ads. Above: Collaterals. Above: Matchbox Above: Press ad. Above: Press ad. Above: Press ad.