Book a walk

Brand guide

The Walk With Alvin look

Tattoo flash meets Chinatown heritage, on a night page

Everything here is what the website already uses: the logo and seals, colours, fonts, buttons, cards, artwork and the words we choose. Use it for cards, posters, social posts, slides or anything else made for Alvin, so it all looks like one hand drew it.

Colours

Aged ink on old paper

The night page

Every page sits on dark ink, like a tattoo parlour wall at night.

  • #121110Night inkPage background
  • #181614BandAlternate sections
  • #EADBC0CreamText on the dark page
  • #A8987FDustQuieter text on the dark page
  • #3A332BRuleLines on the dark page

Paper

The hero and every card are lightly crumpled off-white drawing paper with burnt edges; the phone menu is aged parchment.

  • #ECE9E3Drawing paperEvery card and the hero, lightly crumpled, burnt edges
  • #C6B9A2Pencil shadeThe Meet patch inside walk cards
  • #E4D1ACParchmentPhone menu
  • #1C140DInkText on paper
  • #4B3926SepiaQuieter text on paper
  • #FFF6E4Frame whiteButton borders, photo frames

Tattoo ink

Aged colours only: oxblood, ochre and jade. Never a bright red.

  • #6E1D16OxbloodBook buttons, ribbons
  • #7A2416Seal redSeals, links, the H1 accent
  • #9A3322LanternSmall accents
  • #4A1510ShadowHard shadow under keys only
  • #7E1B12Couplet redThe planner ticket, with gold flecks
  • #96221ASeal inkSeal stamps, pressed unevenly
  • #B8893AOchreVerse references, rules
  • #C9A15AGoldChinese verses, signboard
  • #4E7A62JadeForest accents
  • #1F7A45WhatsApp greenThe WhatsApp icon only

One colour per walk

Each walk keeps its own title band, with a lighter highlight for the second half of its name.

Chinatown Unmasked

#151210 · highlight #C2703F · Black ink; photos in monochrome

Chinatown, One Bite at a Time

#5E1F22 · highlight #F2C9A0 · Wine

A Dream of Nanyang

#6E1D16 · highlight #C9A15A · Oxblood and gold

Singapore, Off the Beaten Track

#2E4F3E · highlight #C9E36B · Forest jade

Fonts

Four faces, each with one job

All four are free Google Fonts. Readability comes first: the blackletter is for big titles only.

Singapore, off the beaten track.

Font
Pirata One
Use
Page titles (H1) and the logo only
Never
Body text, buttons or anything small

Chinatown Unmasked · S$65

Font
Alfa Slab One
Use
Every other heading, walk names, prices, numbers
Case
Sentence case

Small-group walks through Chinatown’s back lanes, hawker stalls and old migrant streets, told by a guide who grew up on them.

Font
Hanken Grotesk
Use
Body text 17px, line height 1.6; labels and buttons 600–700; italic for verse translations

牛車水 · 義氣忠誠

Font
LXGW WenKai TC
Use
All Chinese: seals, signboard and Bible verses, in traditional characters

Buttons

Every button is a key

Buttons look like raised keys and press in when touched. Hover or tap any of them below to feel it.

  • RaisedLight edge top-left, shade bottom-right, and an ink drop shadow underneath.
  • PressedMoves 2px down-right, turns lighter, the bevel flips and the drop shadow disappears.
  • FrameA thin 1px white border with a 1px ink ring outside it. Corners 20px.
Book a walk
Raised
Book a walk
Pressed

Oxblood key. The main action: book, send, see the walks. #8E2A1C to #6E1D16; pressed #B44E36 to #A04129.

Full details →
Raised
Full details →
Pressed

Parchment key. Second actions beside an oxblood key. #F8EDD6 to #E6D3AE; pressed #FFFCF4 to #FAF1DE.

WhatsApp Alvin
Raised
WhatsApp Alvin
Pressed

WhatsApp key. Parchment with the green WhatsApp mark. The floating button on every page is the same key.

A4 print sheet (PDF)2.2 MB
Raised
A4 print sheet (PDF)2.2 MB
Pressed

Download key. Full-width row with an arrow and the file size, on the hotels page.

Raised
Pressed

Question chip. Ready-made WhatsApp questions in Alvin’s note.

Menu
Open

Menu key. Phones only. It stays pressed while the menu is open.

Cards

Crumpled paper, burnt at the edges

Every card is a sheet of crumpled beige drawing paper with a burnt edge, lying on the page with a soft shadow. Nothing is a neat box: photos are pasted on, title strips are brushed ink, the planner ticket is red couplet paper with gold flecks, the boxes you write in are pressed into the paper, and a red seal is stamped on. Sections end the same way: the hero, the bands and the booking section have burnt, ragged edges (media/edge-*.webp) instead of ruled lines.

Just arrived

Ask Alvin first

Message Alvin on WhatsApp with your dates and where you’re staying. He’ll suggest the walk that fits.

Meet: Telok Ayer MRT Station, by the Control Room
  • Paper#ECE9E3 off-white drawing paper with crumpled facets (media/paper-burnt.webp). Never yellow, never bright white.
  • Burnt edgeA charred line with burnt-in bays, then brown scorch fading into the paper (media/paper-burnt.webp, a nine-slice that repeats along any length). Soft dark shadow; no hard red shadow, no white frame, no rounded corners.
  • InsidePhotos pasted on with a paper margin. Title strips and the price chop are ink with brushed edges. The ticket is red couplet paper torn so its pale fibre shows. Write-in boxes are pressed in.

Motifs

Ribbons, verses and seals

The insider

Section labels sit on an oxblood ribbon with notched ends, in small spaced capitals. They unfurl as you scroll to them.

你的話是我腳前的燈,是我路上的光。

Your word is a lamp to my feet, and a light for my path.

詩篇 Psalm 119:105

Bible verses in Chinese (Chinese Union Version) with the English underneath (World English Bible, British Edition); both are public domain. One per page section, never more.

Seals

Red seals stamped on the paper, a little faded and never straight: carved white characters on red (白文) or red characters in a red frame (朱文). Each walk has its own; the blessings take turns on the small cards. Made by _build/stamps.html.

  • 牛車水 seal牛車水Chinatown · Chinatown Unmasked
  • 美食 seal美食Good food · One Bite at a Time
  • 南洋 seal南洋Nanyang · A Dream of Nanyang
  • 山林 seal山林Hills and forest · Off the Beaten Track
  • 以馬內利 seal以馬內利Immanuel, God with us
  • 平安 seal平安Peace
  • 恩典 seal恩典Grace
  • 福 seal福Blessing (spare)

Artwork & photos

Colour for heritage, black ink for the gang past

Tattoo-flash artwork made in Canva: dragons, tiger, peonies, a junk boat and clouds. Heritage parts are in aged colour. Anything about the gang past (Chinatown Unmasked, the insider story) is monochrome, like graffiti ink. Photos get a warm sepia wash.

Tattoo-flash dragon in aged colour
Dragon: home hero
The same dragon in monochrome ink
Monochrome: the gang past
Tattoo-flash tiger
Tiger: forest walk
Tattoo-flash peonies
Peonies: food walk
Tattoo-flash junk boat on waves
Junk boat: Nanyang walk
Thian Hock Keng Temple roof with a sepia wash
Photos: sepia wash

Seasons

The site dresses for the festivals

Each season switches itself on and off by date (Singapore time). Every scene crosses the bottom of the window with a blessing on a parchment ribbon; nothing takes a click, and anyone who turns on “reduce motion” sees none of it.

  • Christmas · 1 Nov – 31 DecSnow crystals over the whole page; the star, the wise men, gifts, a snowman, Santa’s sleigh and Rudolph, the same as TCE’s websites and café screens.Preview →
  • Chinese New Year · 3 weeks before to the 15th dayPlum blossom and gold coins fall, two lanterns hang; a lion dance, oranges, red packets and firecrackers.Preview →
  • Mid-Autumn · 2 weeks before to the day afterA full moon in the corner and paper lanterns floating up; a rabbit with its lantern, a carp lantern and mooncakes.Preview →
  • National Day · 1 – 10 AugustRed-and-white confetti and fireworks; the flag waves along the bottom.Preview →

Words

How we talk about Alvin

Say

  • Licensed Singapore tourist guide
  • Former gang member who turned his life around
  • Off the beaten track; Chinatown’s Chinese heritage and its gang past
  • Book on WhatsApp: Alvin replies himself

Tone

  • Warm, plain and direct, like Alvin talking
  • Respect the past: remember and understand it, never glorify it
  • Short sentences; prices in S$ per person
  • Press headlines are quoted exactly as published

Motion

Small movements, never in the way

  • EntranceThe hero rises in and the 牛車水 signboard swings down on its hook.
  • ScrollCards rise as they come into view, ribbons unfurl, and Alvin’s fedora walks down a dotted trail on the left.
  • StampWalk prices land like an ink stamp.
  • GoodbyeAt the bottom of every page two red lanterns sway and Alvin tips his fedora.
  • RouteA winding dotted route runs down the left edge with a stop for every section. The fedora walks it as you scroll and each stop it passes turns red.
  • CalmAnyone who turns on “reduce motion” on their phone or computer sees everything still.

Making something for Alvin? WhatsApp him on +65 8438 8443 or email alvin.chiong17@gmail.com. Hotel cards, print sheets and the fact sheet are on the hotels & agents page.