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  • Copy, concept, craft.

  • Oh, and some

  •                chaos in between.



Google /GGL-001
Campaign copy and creative conceptualisation, that consists of an animation and a booth activation. Nat Geo /NTG-001
Editorial long-form writing on Singapore's cultural heritage and what it takes to keep it alive. Sentosa /STS-001
A brand revamp with a CI guide, unserious B2B copy and social content development.


PayPal /PPL-001
Mostly the growth of the FinTech account from EDMs to campaigns, across Japan, China, and Brazil. Sanofi /SNF-001
I lead an FMCG women’s skincare brand and helped out with other FMCG brands under the conglomerate’s wing. Miscellaneous /MSC-001
The works here are done with pure curiosity. Branding, design and other creative sidequests.












Personal

Article Write-Ups


Between technical writing for FMCG brands and trying to make copy “more punchy”, I took to medium.com to voice my thoughts, record experiences and lend a little practice to long-form writing. Doodled on the side as well to break up blocks of text.

A Creative Generalist Trying to Find His Own Niche in the World

Just me ranting about my existential dilemma in life, and losing sleep over choosing between the many creative things I want to pursue.

Read Here
You’re such a fussy, picky, choosy sob.

The reason why we should be more open-minded about experiences and daring when it comes to trying new things.

Read Here

Lost in Takamatsu

Recording my experience, spending a month in a quiet Japanese suburb and discovering more than I expected.

Read Here






Novotel

Sea Creature Illustrations


My first ever illustration brief! I sketched out a few sea creatures for Novotel’s poker card set, one for each of the J K Q A cards of each suit, including a goofy joker pair: the clownfish, of course, and an oblivious flounder.




Personal

@unoverlyseasoned




With my obsession over food, drink and flavour, I created a review account that archives flavours I’ve tried before. My main goal here is to give people cold, hard, honest reviews and recommendations, a stark difference from raving, trendy, influencer-led ones. Hence the name.

View Here

The Concept

 One would probably associate food brands with body parts like the tongue or the mouth. But I think food has a lot to do with our hands. Like bare hands that scrape together a bite of nasi padang on banana leaf, the many ways one latches onto a glass of drink, the “proper” way of holding a pair of dainty chopsticks, and quite generally, the way you use your hands to bring food to your mouth, whatever way that might be.

    Being a brand that is based on observation, using logic to assess flavour, and indicating in words what it exactly is without bias, my visual language consists of solely using simple, angular, cubic shapes to create imagery. It should look labatorical and calculated. It should seem bland and simple, just like how its reviews are.


Personal

Making Drinks in Takamatsu



I recently went to Takamatsu, Kagawa, Japan, a little city off the cluster of islands that holds the Setouchi Trienalle.

A few other creative friends and I held a mini exhibition in a small gallery space, with the theme being about “boxes”. I was doing coffee and cocktails, and my interpretation of a box is to think right out of it.


Tea Time Drip Coffee

I had the honour of making drip coffee across 3 days for tea time, served alongside Gravy Baby’s kaya toasts. Just us bringing a little bit of Singapore to Japan.

The drip coffee I prepared were from my favourite roasters in Singapore, namely:


I especially designed the branding for the whole drip coffee experience, from the box-themed plastic cup, delivery stickers on the cup, 

Private Dining Cocktail Pairing

I also partnered up with Gravy Baby for a night-time dinner party, where she cooked up a delectable Peranakan feast for guests, while I concocted drink pairings to go with them. It consisted of weeks of measuring and testing before I had the recipes down. The biggest conundrums I had was 1. transporting my syrups to Japan, and 2. recreating the same flavours and syrups in big batches.

I designed the menu, planned the concept and paper usage and Gravy Baby sewed them together with her batik fabric.





Personal

Okinawa Visual Journal


I went to Okinawa on my birthday on a whim, not knowing I’d be wanting to create a visual journal out of it.

I planned out the format, the palette, typefaces, margins, then decided on the tonality and what kind of icons to use, the maps, the photo editing...

Day One

Day Two



Day Three

Day Four


 Day Five


 Day Six






Brand Work

quiet corner


Being in the F&B industry has its perks. The co-founder of Corner Corner introduced me to the owner of D.Bespoke’s cocktail bar, with a task to brand their new day cafe.




Below are other logo design options. The Logo

For the typeface, I chose something that had clean lines that exuded calmness. I like that the head serifs were angular and straight, giving it a sleek look and easing off the candid friendliness of the round bowls and teardrop terminals. A little tiny detail I added was to conform the descender and the foot serif of the “q” to fit the counter of the “o” below it.

I also thought it would be cool to have everything in lowercase, reflecting the word “quiet” and giving it a more relaxed, unserious look and feel. This lowercase treatment is also applied to post copy on socials and menu designs.
The Print

The cafe had a lot of drinks to put out. My job was to make the menu as simple to understand as possible, figuring out ways to display the hot and cold drinks against the multiple price points.

I also had the task of printing the menus and had fun experimenting with different papers, the feel of the gsm in your hand, the texture of the sheet...




Brand Work

Hustle Hut


My friend started this mobile gym called Hustle Hut, where he drives a van equipped with workout weights right to where you are, for your personal training sesh.



The Logo

It’s a simple branding exercise. The logo just had to reflect that it’s a gym with unique brand colours to stand out.

I used the perimeter of the logo’s border to create the silhouette of an Olympic running track, and used a basic human icon in the middle with two dumbbells in the letters “HH” that subtly stood for Hustle Hut.


Comms

On top of the usual social media branding, we went physical, creating a t-shirt and a standing board that trainers can leave up when a session is ongoing. On top of that I took to Instagram Stories to spruce up the brand with GIF stickers.