Seek Sophie
Brand Identity, UI Design, Illustration
2024
Uncover the Unexpected
A travel experience company offering alternative ways to explore SEA, Seek Sophie encourages people to venture out of their comfort zones, to find deeper meaning for themselves.
Leveraging on Seek Sophie’s unparalleled ability to offer rich, localised experiences across the region, we sought to help them settle into their renewed position as a force that’s encouraging people to embrace a different form of travel, far and away from the expected travel packages.
By working very closely and collaboratively with the Seek Sophie team, we developed this energetic brand identity that truly reflects the spirit of Seek Sophie and their mission and purpose that travel should be a force for good.
Check out their website here.
TEAM
︎︎︎ Creatives, Illustration: Dan
︎︎︎ Brand Strategy: Alina Phang
︎︎︎ Project Director: Yong
︎︎︎ Completed at: Somewhere Else
A travel experience company offering alternative ways to explore SEA, Seek Sophie encourages people to venture out of their comfort zones, to find deeper meaning for themselves.
Leveraging on Seek Sophie’s unparalleled ability to offer rich, localised experiences across the region, we sought to help them settle into their renewed position as a force that’s encouraging people to embrace a different form of travel, far and away from the expected travel packages.
By working very closely and collaboratively with the Seek Sophie team, we developed this energetic brand identity that truly reflects the spirit of Seek Sophie and their mission and purpose that travel should be a force for good.
Check out their website here.
TEAM
︎︎︎ Creatives, Illustration: Dan
︎︎︎ Brand Strategy: Alina Phang
︎︎︎ Project Director: Yong
︎︎︎ Completed at: Somewhere Else
Cedele
Brand Identity, Packaging
2024
Honestly Sourced, Mindfully Made
Cedele was founded in 1997 as an artisanal bakery with a sincere passion for using natural ingredients. What started out as a single bakery café has grown into a large chain of 20 over outlets across Singapore serving a wide variety of healthy food options.
Having spent the last decade focused on growth, the success came with its own set of challenges. While Cedele’s goal of offering nutritious food at accessible prices remains unchanged since day one—the brand’s chain-like ubiquity and impersonal brand identity had eroded its brand equity. Detracted from its artisanal philosophies, would-be customers are left unaware of its attractive proposition.
With Cedele’s increasing growth, we aimed to help the brand retain and showcase their roots—to reinstate a spirit of continuous exposition, personable attitude, and the delivery of little special moments to customers. We embarked on a journey of returning Cedele to that first bakery (they still are), that had started it all.
TEAM
︎︎︎ Creative Direction, Design: Dan
︎︎︎ Design: Felicia Jong
︎︎︎ Brand Strategy: Alina Phang
︎︎︎ Interior Design: LAANK
︎︎︎ Project Director: Yong
︎︎︎ Completed at: Somewhere Else
Cedele was founded in 1997 as an artisanal bakery with a sincere passion for using natural ingredients. What started out as a single bakery café has grown into a large chain of 20 over outlets across Singapore serving a wide variety of healthy food options.
Having spent the last decade focused on growth, the success came with its own set of challenges. While Cedele’s goal of offering nutritious food at accessible prices remains unchanged since day one—the brand’s chain-like ubiquity and impersonal brand identity had eroded its brand equity. Detracted from its artisanal philosophies, would-be customers are left unaware of its attractive proposition.
With Cedele’s increasing growth, we aimed to help the brand retain and showcase their roots—to reinstate a spirit of continuous exposition, personable attitude, and the delivery of little special moments to customers. We embarked on a journey of returning Cedele to that first bakery (they still are), that had started it all.
TEAM
︎︎︎ Creative Direction, Design: Dan
︎︎︎ Design: Felicia Jong
︎︎︎ Brand Strategy: Alina Phang
︎︎︎ Interior Design: LAANK
︎︎︎ Project Director: Yong
︎︎︎ Completed at: Somewhere Else
Gryphon Tea
Brand Identity, Packaging
2024
The Art & Science of Tea
Gryphon tea is a distinctly Asian artisanal tea blender with almost 100 years of family-owned heritage. Their approach to tea is a beautiful and harmonious blend of creative artistry, inquisitive experimentation and precise optimal ingredient pairings and brewing times.
While the brand has taken leaps in developing their teas, their traditional packaging didn’t reflect their inventive spirit, making it a challenge for customers to differentiate them from other tea brands.
We explored ways to express the balance of artistic and scientific — drawing inspiration from artistically composed still-life, bringing in botanical elements that reflect the ingredients, arranged in precision, almost like research specimens.
TEAM
︎︎︎ Creative Direction, Design: Dan
︎︎︎ Illustration, Design: Sabelle Ng
︎︎︎ Brand Strategy: Alina Phang
︎︎︎ Project Director: Yong
︎︎︎ 3D Documentation: Ellie Motion
︎︎︎ Completed at: Somewhere Else
Gryphon tea is a distinctly Asian artisanal tea blender with almost 100 years of family-owned heritage. Their approach to tea is a beautiful and harmonious blend of creative artistry, inquisitive experimentation and precise optimal ingredient pairings and brewing times.
While the brand has taken leaps in developing their teas, their traditional packaging didn’t reflect their inventive spirit, making it a challenge for customers to differentiate them from other tea brands.
We explored ways to express the balance of artistic and scientific — drawing inspiration from artistically composed still-life, bringing in botanical elements that reflect the ingredients, arranged in precision, almost like research specimens.
TEAM
︎︎︎ Creative Direction, Design: Dan
︎︎︎ Illustration, Design: Sabelle Ng
︎︎︎ Brand Strategy: Alina Phang
︎︎︎ Project Director: Yong
︎︎︎ 3D Documentation: Ellie Motion
︎︎︎ Completed at: Somewhere Else
Oatbedient
Brand Identity, Illustration, Packaging
2022 – 2023
Taking on Big Goals with a Humble Identity
For people looking for dairy-free alternatives, Oatbedient is an oat-centric brand that is delicious, easily accessible and puts clean labelling at the forefront.
By working closely and collaboratively with the Oatbedient founders; we arrived at a refreshing, delightful and heartwarming brand identity that stands out because of its universal appeal.
Big brands don't have to lose their humanity. We knew we wanted to help build one that's the antithesis of cold mega-conglomerates that dominate the food industry.
Taking a personable approach that aligns with this promise —creating Oatdit, a humble oat grain character whose wide-eyed view of the world is simple and blissful—accompanying you on your everyday adventures as it explores and enjoys the best that nature has to offer.
Check out their website here.
TEAM
︎︎︎ Creatives, Illustration: Dan
︎︎︎ Brand Strategy: Alina Phang, Kitty Vo
︎︎︎ Account Management: Jeanette Goh, Kimberly Pang
︎︎︎ Project Director: Yong
︎︎︎ Completed at: Somewhere Else
For people looking for dairy-free alternatives, Oatbedient is an oat-centric brand that is delicious, easily accessible and puts clean labelling at the forefront.
By working closely and collaboratively with the Oatbedient founders; we arrived at a refreshing, delightful and heartwarming brand identity that stands out because of its universal appeal.
Big brands don't have to lose their humanity. We knew we wanted to help build one that's the antithesis of cold mega-conglomerates that dominate the food industry.
Taking a personable approach that aligns with this promise —creating Oatdit, a humble oat grain character whose wide-eyed view of the world is simple and blissful—accompanying you on your everyday adventures as it explores and enjoys the best that nature has to offer.
Check out their website here.
TEAM
︎︎︎ Creatives, Illustration: Dan
︎︎︎ Brand Strategy: Alina Phang, Kitty Vo
︎︎︎ Account Management: Jeanette Goh, Kimberly Pang
︎︎︎ Project Director: Yong
︎︎︎ Completed at: Somewhere Else
No Harm Done is a home-grown capsule coffee brand focused on Asian flavours; aimed at providing an alternative to various 3-in-1 options. Most importantly, as a brand, they are 100% plastic free and socially responsible by supporting elderly in social isolation with ethical sourcing.
We designed a set of packaging that has breakthrough shelf presence and immediate appeal with clear positioning. The design direction and identity system scales from packaging through to their website as well as various other key customer touchpoints.
TEAM
︎︎︎ Creative Direction & Design: Dan
︎︎︎ Design Support: Felicia Jong, Choi Soohee
︎︎︎ Photography: Toni Cuhadi
︎︎︎ Project Director: Yong
︎︎︎ Completed: Somewhere Else
We designed a set of packaging that has breakthrough shelf presence and immediate appeal with clear positioning. The design direction and identity system scales from packaging through to their website as well as various other key customer touchpoints.
TEAM
︎︎︎ Creative Direction & Design: Dan
︎︎︎ Design Support: Felicia Jong, Choi Soohee
︎︎︎ Photography: Toni Cuhadi
︎︎︎ Project Director: Yong
︎︎︎ Completed: Somewhere Else