Background
Pet services has been a growing niche business in Singapore. In tandem with growing affluence and pet ownership, the pet market has been making its own mark every year.

Petitudo was created by 3 good friends/pet lovers, who understand that good quality pet services was paramount for many pet owners over here. In order for the business to deliver, the company believes a vibrant identity can help differentiate and stand out among the competitors that provide similar services.

Challenge
Our challenge was to create a proposition for Petitudo that would be differentiated from its competitors yet still relevant to the current base of pet owners. Research revealed that most competitors target services and wellness as their main draw. But to allow customer to value your business beyond the given services, Petitudo has to be more than just a transactional service provider. Our task was to define the brand strategy, heighten the customer experience opportunity, and create a visual identity to be applied across all touchpoints.

Solution
Petitudo was developed into a concept shop for pet owners to demonstrate their affection and care for their pet. We understand the bonding between the owner and their pet is an invaluable experience. Petitudo believes by making the place as an ‘experiential space’ for all pet lovers, they will have the opportunity to share and exchange their knowledge and experience with everyone in the community.

The word "Petitudo" is a formation of 2 words, 'Pet' and 'Aptitudo'(Medival Latin word for Aptitude). The graphic mark of the logo is made up by three hand-drawn hearts, symbolising the relationship between Petitudo, pet-owner and their pet coming together. Each combination of the hearts can be different and playful. The design is deliberately done up in an imperfect manner to represents the organic relationship and experience between them.

The identity is defined by a mixture of subtle colour and vibrant application, contemporary typography, and a minimalist feel. We wanted to communicate a focus on delivering experience with care.

The idea
Forget the fancy party manifestos.
Forget the sugar coated speeches filled with promises.
Forget the much talked about politicians in their stiff, well pressed shirts.

The election is upon us again. This time, the force is strong, change is in the air. The people are braver, they are more demanding, and rightfully so. We the people of singapore deserve a voice. Whichever faction you may support, one thing will forever stand strong, and that my friends, is faith.

Behind all the show and all the pizzazz, what we all need, is something to believe in. We are not here to sway you towards any side. All we ask for, is for you to believe, have faith and choose, with your heart.

This is, the house of faith.

The work
A set of FREE poster flags is designed to mark this significant year of election in Singapore, the only chance when the power of change lies in our own hand to shape this humble land. Visitors to the website can freely download, print or distribute the artwork in anyway they like. By allowing the messages to spread unconditionally, the objective is to help people to identify the basic of democracy could means to them when they cast their vote.

To find out more and get the free download, visit hof.rehybrid.com

What's your flavour?
When AXE decided to launch a retail range of mens deodorant, each with it's unique blend of fragrance and personality story, the criteria is to ensure consumer understand that the four fragrance are equally priced and encouraging to own more than one flavour.

The solution is simple, yet impactful. Instead of having 4 different approach and execution, each showing their own kind which might be costly to produce and risk the product been given inadequate exposure. We decided to make use of a familiar device, the vending machine as the visual language, to address the idea of "Pick your own choice, there's one for everybody", and thus encouraged them to go for more than one fragrance. The result, consumer are feeling less risky and more willing to try more.

The idea
"As the mind conceived the one, the eye perceived the other." Human being sometime don't always agreed with what they saw, or truly believe in what they think it should be. The degree of understanding of the subject, and the level of visual clarity are constantly seeking and conflicting with each other to counter balance themselves. This created a distortion of truth that exist in-between them that are neither right or wrong when addressing from both side.

The work
"ARTISTHERE" cleverly word-played with typography to recreate that illusion that will keep your mind shifting to and fro constantly in between the two side. Recreating a visual sentence with two-sided meaning.

Overview
French fries has fast becoming a integrated part of our daily meal. Best Fries Forever(BFF) was born in 2010 by two fries-loving friends who believe that fries are no longer just a companion for junk food. BFF is determined to provide good quality hand-cut fries in a more creative ways.


Solution
To give the "Fries" its own unique voice, we took inspiration from the imperfect cut of hand-cut fries, and create an interesting visual language that BFF can own. The name "Best Fries Forever" play on the ideas of “Always being a good companion”. The name plays an important role in the expression of friendliness, home-made and good fun. The unique Illustration–based visual style give the brand the necessary vibrancy yet standing strong and visible among it's neighboring store with similar concept. From the store environment, menus, packaging and staff uniform all adds up to a strong and enticing experience.

Brief
Staying true to the Chupa Chups motto of a ‘Life Less Serious’. A ‘less serious’ version of the World Cup, fronted by Chupa Chups’s enigmatic mascot Chuck was created. Chuck’s Cup 2010 was born! A worldwide tournament where all you had to do to play was sit down, log on, and… look at a teacup that belonged to Chuck. A game anyone, anywhere with internet access could take part in.

Solution
The campaign logo expresses a colossal, bigger-than-life event and makes a strong reference to the FIFA World Cup, without making any direct connection(Since we are not promoting soccer over here). Using Chuck as the main engagement, the logo served as a gateway for unexpected fun and awaiting surprises.

Overview
The finalists and Grans Prix winner of the Cannes Lions T-Shirt Grand Prix have been selected. Participants in the contest competed to create the official T-shirt for the 2009 Cannes International Advertising Festival. A total of 1,460 submissions were received from around the world, from which ten finalists have been announced. The designs of the ten shortlists will go on sale at Uniqlo stores from mid-June. The Grand Prix winning design will be presented to visitors and members of the press at the Cannes International Advertising Festival to be held from June 21, 2009.

The idea
"The Elite One" is one of the ten finalist winner of the competition. The wordplay cleverly unearthed the "Lion" hidden within the phrase.

A proposed campaign identity for COKE RED WAVE, an on-ground series of fun and exciting experiences drink tasting events across Asia aimed at teenagers. The design of COKE RED WAVE represents the pulsating energy of the event challenges which are a mixture of physical, mental and/or emotional experiences.

Logotype designed for Levi’s new range of ladies jean with the new "curves-lifting" technology.

A packaging box design for BBH asia pacific for their Singapore Tourism Board pitch submission.

Maison Mathieu Berthemy’s ABSOLUTION collection look book.

Collection by Mathieu Berthemy
Photography by Paul Kemler
Design & Art Direction by Tomaz Goh

The Farm at 58 is a post-production studio. Build from ground up to handle full HD, the magic of post is taken a step further - by editors who pride themselves as storytellers in the digital age.

Visual Identity by Emily Tan & Tomaz Goh
Web designed by Emily Tan and Tony Chew.

The idea
What do I see? Different people, different sizes, different shapes, different makes.
I’ve never explained, I’ve never reasoned. But through my heart I see my reaction, feeling the tension and the agitation. Why do I judge from the surface? My eyes can’t see beyond that layer. I don’t understand them than anyone else better. But comparison makes me feel so much superior.

They shed no tears from needle or blade, and they don’t hide from bruises and cuts. Yet I lacerate them with discrimination, which tears through the skin and into their hearts.

Looking beneath that skin for differentiation. Judging them from the colour of their blood. I see the same hue that flows inside us. Now there’s no way I can segregate myself apart.

Illustration by Heng Loong
Written by Angie Featherstone & Tomaz Goh
Design & Art Direction by Tomaz Goh
Curated by Reload Interactive

Levi’s Lady Style 2008 fall winter BLACK collection for asia pacific region and China.

Photography by Geoff Ang
Art Direction by Geoff Ang and Tomaz Goh

Photography by Boon
Art Direction by Boon and Tomaz Goh

Overview
A contributed artwork for the Sciencewerk - Clone War online exhibition.

The idea
“What’s the meaning to recreate duplicated life, when we couldn’t even create meaning in our own individual life.” What’s right, what’s wrong… we constantly debating with ourselves which side we should fall, or making judgement on what’s the right thing to do and what’s not. For every creation at it’s purest and neutral form, mankind respond to it differently and eventually formed them in their own liking. Have we ever wonder who set the rules and the regulation for us to follow? Are we all viewing things from the same peephole that only shows a glimpse of a bigger picture? For every creation or gift we are given, it doesn’t matter what it is now and maybe in the future, but how you find a purpose and meaning to react yourself towards it.

2008 spring summer collection for Levi’s lady style saw them getting a little bit playful by having some fun mixing n’ matching the outfit, redefining personal proportion, whether it's a tight top with a flair jean, or a loose top with a skinny jean.

Photography by Vincent Peters
Design and Art Direction by Tomaz Goh

Overview
The second event of Tiger translate 2007 was held over two days as part of DESIGNMAI 2007, the annual international design festival, at Berlin, Germany. Rehybrid’s artwork was showcasing alongside with some of the most progressive and cutting edge artists in Asia. The collection of artists’ work have also been compiled by IDN in Tiger Translate Vol 2 / Rise book.

The idea
Everybody plays a part in protecting our ever deteriorate environment. It’s an even bigger responsibility for bigger corporation. It’s an undeniable global awareness that everyone cannot afford to overlook.

Human being has been draining the earth resources mindlessly, and creates massive harmful waste in return. We need to be mindful, that the earth is the only living cradle for us. It's not a dumping ground, but it could soon be our graveyard if we continue to be ignorance and turning our blind eyes away.

A set of graphic visuals to promote the New 7UP bursting lime flavour created specifically for the East China market.

A proposed graphic signature for Levi’s Lady Style Spring Summer 07 60s Rock n’ Roll jeans.

"Here comes the season when the night sparkles at it's brightest. Happy holiday to all my friends. Start stargazing now."

A limited edition poster design for 2008 christmas. Using simple optical illusion that play trick on our eyes of seeing grey dot appearing on white, the visual trick recreated a starlight effect that simply comes alive.

Visual logo design for a wedding event.