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By: Lynette Lin | September 4, 2025
Branding Doesn’t Need to Be Fancy – Just like Bak Chor Mee
I grew up eating bak chor mee — the soup kind with dumplings, not the dry one with mushrooms and meatballs. This style was introduced to me by my dad, who grew up in Chai Chee. So every bowl carries a piece of memory and warmth for me. One of my favourite stalls today is […]
By: Lynette Lin | October 23, 2025
Speaking with Purpose: Defining Your Brand’s Tone of Voice
Simply put, a brand’s tone of voice is how a brand speaks. It shapes all your communications — from your website copy and social captions, to the way you reply to customer messages or write an email. Website front page design: Robert Half’s tone is confident and empowering, positioning the brand as a trusted partner […]
By: Lynette Lin | October 23, 2025
More Than a Logo: The True Meaning of Brand Strategy
When people hear “brand strategy,” they often think it’s just about finding the right slogan or deciding on a tone of voice. But in truth, a brand strategy is the invisible backbone that gives a brand clarity, direction, and staying power. It’s not just what your brand looks like. It’s how it thinks. 1. Brand […]
By: Lynette Lin | October 23, 2025
More Than Design: The True Work of a Branding Agency
I’ve been doing branding since my first job at Löuken Group, a local agency that has worked with brands like BreadTalk Group, Charles & Keith, and Huggs Coffee. Over the years, I’ve realised many people think branding simply means logo design. That’s true to a certain extent, because a logo is important. But it’s really […]