A Taste of Scotland, A Place to Belong
FRASER
BRAND CONCEPT | IDENTITY | PACKAGING | SOCIAL MEDIA GUIDELINE
Located at SHGC Driving Range, Fraser is a bistro and lounge offering a unique experience of modern food and beverage with a beautiful view and a driving range as its entertainment.
Scotland is widely considered the "Home of Golf," the birthplace of the modern game, with its history, traditions, and numerous courses solidifying its place as a golfing mecca. Fraser draws inspiration from Scotland's golfing legacy and the legendary hospitality of the Scottish clan. The brand meticulously weaves personal family narratives into every aspect of the experience. The menu becomes a storytelling platform, with dishes like the Bolognese meatball—proclaimed as Aunt Barbara's all-time favorite—and Uncle Bryce's signature coffee house blend transforming each meal into a personal journey. Strategically displayed photographs of Fraser family events and Gradpa Craig's golf competition trophies create a living museum of family history, inviting guests to become part of this rich narrative.
This approach reimagines hospitality as a holistic experience that celebrates individual stories while creating collective memories. Every visitor becomes part of an extended family, united by the simple joys of good food, shared laughter, and the timeless spirit of Scottish hospitality.
"We build a home by laugh, food, drink and some silly golf swings together."
Fraser's philosophy crystallizes in its core belief:
