From ‘just another oatmilk brand’

to a new home must-have

I joined OATSIDE when it was just five months old and relatively unknown, and over the next three years I helped build the creative assets and branding that propelled it to the top of the Singapore and Indonesia markets. Forming then leading a team of designers and creatives across Vietnam, Indonesia, the Philippines, Thailand, Malaysia, China, and Singapore, I shaped campaigns and visuals that resonated regionally while keeping the brand’s playful personality intact. Beyond the in-house team, I collaborated closely with partner agencies and packaging suppliers to push creative boundaries and ensure OATSIDE consistently stayed fresh and interesting.

I broke away from the traditional working model and took the chance to collaborate with Sanren Photography, a studio that specializes in analog and film. Together, we created unconventional product photography for OATSIDE’s Pocket Pack launch in Kuala Lumpur—an approach that stood out so strongly it went viral on Xiao Hong Shu. This not only drove massive brand awareness but also positioned OATSIDE beyond just a beverage, firmly establishing it in the lifestyle brand category.

I built the asset bank and brand visual structure that enabled OATSIDE to maintain consistency—both visually and in tone of voice—across more than 20 markets. This framework spanned everything from product packaging and campaign assets to point-of-sale materials, ensuring the brand’s identity remained clear, recognizable, and engaging no matter the market.