ART DIRECTION
BRANDING
SOCIAL
Li Seng Min Company
A long standing brand in Singapore, Crocodile is synonymous with uncles at coffeeshops and their polo tees. The brand wanted to spice things up and connect to the younger generation.
We developed a sub-brand, Li Seng Min, the original name of the factory before it is now known as Crocodile.
Adopting a tongue-in-cheek approach, the design and marketing collaterals both poke fun of and embrace its connection to Crocodile.
ROLE
Art Direction & Design
The first collection
Collaborating with artists in the region, we developed and released the first collection: "Off-the-Streetwear".
Aptly named as we launched right in the middle of the pandemic, we encouraged people to get off the street, with each tee having its own stay-home message.
The SECOND collection
Our second collection, "Wander-at-last" deals with longing of travel in a locked down state. Juxtaposing travel imagery against shoddily drawn backdrops.
