Shaping hawker culture for a digital food ecosystem.
From concept to launch, leading brand and product for a peer-to-peer delivery platform.
The Challenge
Embracing Hawker Culture to shape brand
The challenge for the brand was to embody hawker culture through an app that provides a seamless user experience. The goal was to create a cohesive and personal ecosystem that users can easily engage with everyday.
A shared visual language bridging brand and product experiences for users.
In addition to shaping the visual identity, I directed UI/UX for product features, capturing the spirit of hawker culture and prioritizing human intentions over mere service categories. By engaging stakeholders and conducting thorough research, I highlighted brand values that genuinely connect with our audience, while also establishing accessibility standards to promote inclusivity.
Outcomes
A clearer everyday ecosystem.
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01
One unified product ecosystem
A unified visual and interaction language across core services.
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3×
Faster mental model
Goal: fewer patterns to learn across daily actions.
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1M+
Advertising Reach
Multi-channel marketing that reached over a million people at launch.
CREDITS + ROLE
- Creative Direction
- System Design
- Product Design
- Motion Design
- Brand Strategy
- Event Management
Role
Creative Director. Brand strategy and art direction set across all brand touch-points.
NEXT PROJECT
PIL — Defining the future of modern logistics
Outreach
