Top Picks of Soon Star

The Ask

With all the tech and toys that younger brands are adopting,  how can Soon Star Kitchenware reposition themselves from being kitchen necessities to cooking essentials?

The Reality

By 2018, Soon Star Kitchenware has risen up to be the largest supplier for kitchenware supplies and equipment, yet, there was a lacking in the connection between its clients and them. In relation to the new brand vision, it was important for them to connect and interact more with their clients.

The Work

To avoid self-indulgent innovation and one-off kitchenware extensions, Soon Star Kitchenware’s innovation pipeline had to be built from the outside-in and from ground up. So we designed research, looking at numerous restaurants and hawker centres, uncovering the true needs of the market. “Top Picks of Soon Star” came to us naturally after the conversations we had. There was a lot of products in the market, and it was easy to brush off the process of acquiring tools for the job, but as the F&B industry start to shift into being more refined, the understanding of which tools would fit best for the job become more apparent. “Top Picks of Soon Star” will help them out.

“We are Ginza.”


Design School

photography by: Omar
published: Singapore Architect magazine

Soon Star Kitchenware: Re-brand

The Ask

In 2018, brands were getting trendier and ever more flashy, flaunting new tech and new toys every minute. How can Soon Star Kitchenware discern itself from being just another supplier?

The Reality

Soon Star Kitchenware has risen up to be one of the largest supplier for kitchenware supplies and equipment and is now in a comfortable spot. As other mega competitors start to engage into different strategies to stay relevant, it is time for Soon Star Kitchenware to prepare itself to take on the new adventure. They also had a significant amount of catalogues that were left over from the very first print.

The Work

After studying the brand and their positioning in the Singapore market, we proposed a design that would root the company today but also spur them on to look to the future. The careful use of both traditional and modern shapes represent this balance that the company believes in, of looking forward with their foot rooted to the ground and the colours represent the maturity and consideration that Soon Star Kitchenware aims to be.



Malacca, Malaysia
Orchard, Singapore
During a short 2 day trip to Malacca, a state in Malaysia, Omar took many photographs while spending the rest of the time sketching the city. This collage is the product of the images taken of the streets of Malacca, expressing the architectural varieties which have been due to the rich history the state has.
He went on to put together a collage using the same technique, to see how Orchard Road, Singapore would appear.


Tokyo + Kyoto

shot on: iPhone 7 & GoPro 4
edited on: Premiere Pro
Music: Major Lazer ft. Wild Belle – Be Together

Mid-century minimalist

Crate Styling - Caribbean sketch 01_Page_15

size: 1200 sq ft
client: –
location: Keppel Bay, Singapore
works: Spatial Design
sketch: Omar