Uncle Wong - Preserving Local Ice-Cream Truck

Preserving Local Ice Cream Sellers and Trucks: Merging Tradition with Innovation

Ice cream trucks, or “ice-cream uncles,” are an iconic part of Singapore’s cultural landscape, offering not just a treat but a nostalgic slice of community life. This project aimed to preserve and modernize the presence of these local vendors, starting with Uncle Wong, a well-loved ice cream seller.

The first step was to rebrand Uncle Wong’s logo, blending retro elements with a fresh, modern touch. To further connect with both older and younger generations, we created a series of posters and editorials that told the story of the ice-cream uncles, celebrating their role in the community.

To bridge tradition with technology, we developed a website and app that tracked the locations of ice cream trucks in real-time. By installing GPS trackers on the trucks, customers could easily find the nearest vendor, and ice cream sellers could attract more customers. The GPS system was opt-in, ensuring privacy for the sellers.

The project was driven by empathy design thinking, involving in-depth observations, interviews with vendors, and careful consideration of local culture. The aim wasn’t just about efficiency but about maintaining the emotional connection people have with these iconic trucks.

Ultimately, this project helped blend heritage and innovation, ensuring the ice cream trucks continue to be a beloved part of Singapore’s urban fabric for generations to come.