A craft beer restaurant born from heritage, the Druggists name was inherited from their upstairs neighbours, the Singapore Chinese Druggists Association, a chinese medicinal association who has been there since the 1940s. Clad by a facade that has remained the same since our grandparent’s days — the unconventionality attracts and the no frills charm & community keep people around. For the last 10 years, Druggists has been a charm of Jalan Besar, a neighbourhood spot for great beer & better company.
CLIENT
YEAR
SERVICE
DRUGGISTS
2024- ONGOING
SOCIAL MEDIA MANAGEMENT
[ THE TASK ]
Druggists had 1 big problem – a bulk of personality but nowhere to show it. A place that had humour, heritage & a great community all around led us to taking a simple approach, we just wanted to bring it out of them, and put it for an audience to see. We wanted to capture authenticity, humour, people and conversations, delivering it in an oriental, traditional package.
[ THE STRATEGY ]
We focused on people first. The customers & staff carried the charm of the bar and we took them as our vessel, hoping to reflect what others would get when they visited the place. This led to creating series that were raw & authentic - some of which were just mic’ing up staff members as they worked.
Beyond that, was craft beer education. We realised that craft beer was not that common or popular amongst Singaporeans. This meant we had to give them a reason to try it and help them overcome some obstacles – for example, simply not knowing what to order.
The human element & community-centered focus for Druggists not only produced metric results, but gave our team a great experience bonding with the Druggists community.
[ BEHIND THE SCENES ]
A brand built on Authenticity & Realness meant we could not really dictate shoot arrangements that freely. It meant we had to simply spend time on the ground to capture these great times with the Druggists community. This also meant weaving in shooting with the natural rhythm of the bar which posed its own challenges.
Navigating through tough crowds, busy times & staff that were constantly on-the-go and most of all, slotting ourselves in the right places to avoid intimidating a crowd that was just there to have fun, not perform. This weekly cadence and consistency allowed for us to not only build a bond with the Druggists team, but the people that frequent and also to create a library of collaterals that were simply human and truly Druggists.
[ THE RESULTS OF OUR WORK ]
Through our lifetime with Druggists, we’ve been able to reflect the brand in many different ways – people, heritage, humour, beer & community. With that we’ve achieved a 400-600% increase in awareness metrics from month to month.
[ THE RESULTS OF OUR WORK ]
Through our lifetime with Druggists, we’ve been able to reflect the brand in many different ways – people, heritage, humour, beer & community. With that we’ve achieved a 400-600% increase in awareness metrics from month to month.
A craft beer restaurant born from heritage, the Druggists name was inherited from their upstairs neighbours, the Singapore Chinese Druggists Association, a chinese medicinal association who has been there since the 1940s. Clad by a facade that has remained the same since our grandparent’s days — the unconventionality attracts and the no frills charm & community keep people around. For the last 10 years, Druggists has been a charm of Jalan Besar, a neighbourhood spot for great beer & better company.
CLIENT
YEAR
SERVICE
DRUGGISTS
2025
SOCIAL MEDIA MANAGEMENT
[ THE STRATEGY ]
We focused on people first. The customers & staff carried the charm of the bar and we took them as our vessel, hoping to reflect what others would get when they visited the place. This led to creating series that were raw & authentic - some of which were just mic’ing up staff members as they worked.
Beyond that, was craft beer education. We realised that craft beer was not that common or popular amongst Singaporeans. This meant we had to give them a reason to try it and help them overcome some obstacles – for example, simply not knowing what to order.
[ THE TASK ]
Druggists had 1 big problem – a bulk of personality but nowhere to show it. A place that had humour, heritage & a great community all around led us to taking a simple approach, we just wanted to bring it out of them, and put it for an audience to see. We wanted to capture authenticity, humour, people and conversations, delivering it in an oriental, traditional package.
The human element & community-centered focus for Druggists not only produced metric results, but gave our team a great experience bonding with the Druggists community.
[ BEHIND THE SCENES ]
A brand built on Authenticity & Realness meant we could not really dictate shoot arrangements that freely. It meant we had to simply spend time on the ground to capture these great times with the Druggists community. This also meant weaving in shooting with the natural rhythm of the bar which posed its own challenges.
Navigating through tough crowds, busy times & staff that were constantly on-the-go and most of all, slotting ourselves in the right places to avoid intimidating a crowd that was just there to have fun, not perform. This weekly cadence and consistency allowed for us to not only build a bond with the Druggists team, but the people that frequent and also to create a library of collaterals that were simply human and truly Druggists.