Quandoo started as a B2C marketplace, connecting millions of diners with restaurants. But when COVID reshaped the industry, restaurants urgently needed digital tools to manage reservations and operations. This drove the creation of Quandoo for Restaurants — a dedicated B2B brand designed to serve the hospitality industry.

I was responsible for building this brand identity from the ground up, shaping how Quandoo communicates with restaurant partners:

Brand Identity & Guidelines — developed logo, typography, color palette, and usage system that clearly distinguished B2B while staying tied to the parent brand.

Look & Feel — created a visual language that is professional, approachable, and easy to understand for time-pressed restaurateurs.

Sales & Marketing Collateral — presentation templates, pitch decks, digital campaigns, social content, and event merchandise.

Cross-Team Collaboration — worked closely with Sales and Customer Success teams to understand restaurant workflows, pain points, and buying behaviors. This insight guided the design approach, ensuring that complex technology was communicated clearly but impactful.

This digital campaign started off with a simple idea - what if we can “walk” with our fingers?

Yearcon, a Chinese shoe brand, wanted a digital campaign to encourage the younger generation to walk and travel more and at the same time promote their new shoe line. We created a mobile interactive campaign to encourage digital natives in China to step out their comfort zone and travel to any of their desired destination around the world on their phone. Those who “walked” the furthest, stand a chance to win shoes and vouchers from the brand.

Agency: logicillogic, Shanghai
Role: Art Director

Collection of various logos and marks I designed.

Brand identity and packaging design for a Chinese coffee & cafe brand.

The color palette, inspired by coffee's warmth, consisted of rich brown tones alongside earthy gold shades, aims to reflect its eco-conscious goals.

An integrated 360 campaign created along with a Korean-inspired web series to promote the Samsung Galaxy S4 flagship phone as a “Life Companion”.

My contributions to this project includes designing the campaign logo and campaign assets, contributing to the web series' story, creating and researching the look and feel for the campaign that translated across all platforms.

Agency: Leo Burnett, KL
Role: Designer

George Orwell’s 1984 is filled with rhetorics that sounded firm but functioned to create confusion and weaken a populace.

I used ambigram (lettering/typography style that can be read when flipped or rotated) as an element to visually express the double meanings of the book, combined with strong and bold visuals to create a series of posters with a touch of authoritarian spirit.

The Challenge: How do you turn a traditional tea brand into a viral, shareable moment during the peak of summer?

The Solution: We moved beyond normal sampling paper cups to create "Popsicup" - frozen drinkable tea cups.

By turning the product itself into the packaging, we transformed a simple free tasting into a multi-sensory and an experience people would love to share on social media.

Agency: logicillogic, Shanghai
Role: Art Director

Through a blend of typography and collage illustration, I aim to capture the vibrant and playful spirit of Cheng Bao juice brand with their packaging design.

To commemorate its 30th year in Malaysia, The Body Shop celebrated International Women's Day by challenging societal norms of beauty influenced by shallow celebrity culture. They promoted an alternative source of inspiration, highlighting women of substance like Datin Paduka Marina Mahathir, Dato' Ambiga Sreenevasan, Ivy Josiah, and Zainah Anwar as true celebrities who embody qualities worth aspiring to.

The campaign aimed to redefine beauty as an active expression of character, imagination, and values, encouraging people to celebrate those who make a real difference in society. By urging individuals to share what it means to "Be More Than Beautiful" on social media, The Body Shop aimed to expand the definition of beauty and debunk myths surrounding it, promoting self-esteem and genuine values.

Using rain, the very thing that helps mosquitos breed, Rain Sprout transforms the humble umbrella into an active weapon in the fight against dengue.

Link: Campaign Brief Asia Writeup

Agency: Grey Group, KL
Role: Art Director