— PROJECT NAME
The Curious Bakers
— ROLE
Brand Design
Graphic Design
Digital Marketer
Illustration
Visual Identity
Creative Direction
— DATE
2023
Freshly Baked Brand For
A Cosy Cafe in the heart of Malacca
Brief
The Curious Bakers
Brought to you by the founders of The Daily Fix Cafe in Malacca, Malaysia. The Curious Bakers was a pandemic baby. It started out as a baking hobby by Josie and Julian from making sourdough breads and bagels to starting "Donut Weekends" then slowly turning into a brand today.
Apart from artisanal baked goods, exploring different flavours, pastries and coming out with new flavours every month are also the spirit of The Curious Bakers. That was how the name took inspiration from.
I got the opportunity to shape The Curious Bakers’s brand identity from the early beginnings. The engagement included everything from brand positioning to visual identity design, packaging design, and assets for launch.
Goal
The Curious Bakers's approach is lively and friendly design that would blend well with the cafe's surroundings. We wanted to create a cosy setting that touched comfort.
Ideation
Logo and Identity
The Curious Bakers's Cat mascot is a metaphor towards the curiosity, carefree, friendly and easygoing of the people and environment--inviting customers to come in and enjoy the cafe's selection of pastries and artisan coffee.
Loose hand drawn logo/ graphic motif with handwriting font evoke a sense of human touch and an expression of the way the baked goods were made while the colour palette inspired by the essence of Kampung Jawa brings calmness, warmth, and harmony to the brand.
Bring It All
To Life
While I was leading the brand establishment, Julian helped oversee
design and implementation for launch.
Credits
Art Direction : Lois Lee
Photography : Lois Lee
Special Thanks : Julian Yeo & Josie Sung
— PROJECT NAME
Straits
— ROLE
Art Direction
Editorial Design
Photography
Illustration
Copy Writing
— DATE
2020
A place where you share your travel
experiences and stories.
Straits Magazine
Straits
Straits Magazine was created as an independent publication that delves
into the elements of journey and destination through independent travel,
personal discoveries, curated conversations, food, cultures, and photography.
Masthead
The Masthead design and concept derives from the definition “ Straits ” itself.
Straits means a connections of two river/ sea. It also means the connections that links as a traveller to the residents or destinations. By using ligature, it augmented the concept even more.
Infographics
Illustrated an infographic can be used as a map for the food places and
travel sites that was introduced in the magazine.
— PROJECT NAME
Change
— ROLE
Art Direction
Editorial Design
Copy Writing
— DATE
2019
Brief
Change : Me, myself and Change – Zine
The concept of the zine is more of a conceptual / experimental zine.
This magazine explores the phases between me with changing.
Graphic elements are to appreciate with the aesthetic of the primary
pigments C ( Cyan ), M ( Magenta ), Y ( Yellow ), K ( Key ) as stages
of change.
— PROJECT NAME
Being
— ROLE
UI/UX
Brand Design
Brand Strategy
Visual Identity
Animation
— DATE
2023
Brief
Being
This was a UI/UX project I had made for people who seeking for platonic
companionship and a channel to meet new people and gain friendship.
Being's mission is to be a connection point for all "being" seeking friendship, support, and belonging. Also create as an easy way for the often intimidating experience of finding new friends in the 21st century.
Getting everyone the companion
they need, when they need it.
Being is here.
Ideation
Logo and Identity
The logo was inspired by circles to illustrate people from different races, places and backgrounds coming together in one place. For this, I created an inviting, friendly design incorporated with bright colour palette and typography to create a welcoming and flexible system while pattern language adds depth and warmth to the brand.
