By Invite Only, 2025
Brand Strategy & Identity
Software: IIllustrator
By Invite Only is a modern jewellery brand crafted with intention and care for women in Singapore & SEA who seek to deepen connections, transforming memories into cherished treasures in an era of conscious consumerism.
We established a comprehensive identity around the concept of The Gilded Dairy to emphasise how each piece carries the marks of time, softened by wear and enriched by memories, aligning with the brand’s story of how jewellery are worn, loved and full of stories.
We established a comprehensive identity around the concept of The Gilded Dairy to emphasise how each piece carries the marks of time, softened by wear and enriched by memories, aligning with the brand’s story of how jewellery are worn, loved and full of stories.
LikeSaturdays, 2025
Brand Strategy & Identity, Packaging
Software: Illustrator
Like Saturdays is built around the idea of inviting a shift in pace and mindset, every day of the week. The brand identity is anchored in the concept of living in mantras: simple, intentional phrases that serve as daily reminders to slow down and reconnect with yourself.
Much like clockwork, these rituals are cyclical—small moments repeated daily that create rhythm, balance, and clarity. The brand mirrors how mantras work: quiet, grounding, and consistent. The identity signals a moment of calm, a complete thought, a reminder to reset.
Much like clockwork, these rituals are cyclical—small moments repeated daily that create rhythm, balance, and clarity. The brand mirrors how mantras work: quiet, grounding, and consistent. The identity signals a moment of calm, a complete thought, a reminder to reset.
Woosa, 2024 - 2025
Art Direction, Packaging, Catalogue, Signages
Software: InDesign / IIllustrator
Series of collaterals for Woosa: (1) Midnight Rain Sleep Balm (2) Shopping Totebags (3) Linen Carriers, (4) Seres Silk Duvet Packaging (5) Bed Frame Catalogue (6) Oasia x Woosa Booklet (7) Duvet Booklet (8) Bed Signages (9) Mattress Protector Cards (10) Hangtags
Jing Botanics, 2025
Print, Brand/Product Booklet, Art Direction
Software: IIllustraton/InDesign
Jing Botanics is a Singapore-based beauty brand rooted in legacy and luxury. They fuse traditional Chinese medicine and modern scalp science with the aim of promoting well-being and confidence.
One of the brief was to redesign their A5 product/brand booklet that will be packaged with every order. My design approach was focused on a simple grid that highlights the brand story, products, and the benefits of herb and plant extract ingredients.
One of the brief was to redesign their A5 product/brand booklet that will be packaged with every order. My design approach was focused on a simple grid that highlights the brand story, products, and the benefits of herb and plant extract ingredients.
BE. Studios, 2024
Brand Strategy & Identity, Website
Software: IIllustrator / Figma
Branding and website design project for a boutique Pilates studio in Singapore to supporting individuals who seek to enhance their longevity and overall well-being. We applied “the dance of being” for others to rediscover the joy of movement, the power of presence and the beauty of simply being.
Subtle nods to anatomical structures and dynamic lines evoke the interconnectedness of our physical and spiritual selves while thoughtful layouts encourage moments of quiet reflection and communal interaction.
BE. Studios
Subtle nods to anatomical structures and dynamic lines evoke the interconnectedness of our physical and spiritual selves while thoughtful layouts encourage moments of quiet reflection and communal interaction.
BE. Studios