Maison Mathieu Berthemy : ABSOLUTION
2011
Description
Maison Mathieu Berthemy’s ABSOLUTION collection look book.
Collection by Mathieu Berthemy
Photography by Paul Kemler
Design & Art Direction by Tomaz Goh
Collection by Mathieu Berthemy
Photography by Paul Kemler
Design & Art Direction by Tomaz Goh
Fields
Graphic Design, Publishing
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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.Branding, Graphic Design, Illustration2011 -
Overview
303 is a standalone entity of advertising agency, BBH, with the purpose of enabling the company to be agile and create purpose-driven vehicles for new initiatives that focus on technology exploration, business flexibility and fast-moving solution.
Challenges
303 emphasis required substantial differentiate to the parent company positioning and visual identity. This brand helps to offer a new opportunity to address shortcomings in the former business mode, such as enabling them to venture out of advertising context. The team have to identify the brand core attributes and use them to develop the new visual identity and language. The company emphasised its need for an identity that would address the business strategy, while ensuring the brand remain consistent and timeless in it application.
Solution
303 identity is totally unique, elegant and sophisticated. The visual identity went away with the expected language of technology. Instead, the visual language focus on human excellence that is needed to drive the progress of today's technology, using visual cue of scientific diagram that is created, perceived and understandable by our own being. The design further strengthened the company positioning in believing "technology is temporary, creativity is forever."Branding, Graphic Design, Typography2011 -
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.comGraphic Design, Visual Arts2011 -
MAISON MATHIEU BERTHEMY x REHYBRID®
A collaborative project in 2009 with fashion designer Maison Mathieu Berthemy to design a range of monogram for his label.
About MAISON MATHIEU BERTHEMY (MMB)
MMB is a parisian label that conceptualizes unique pieces through capsule collections destined for the lens.Graphic Design, Pattern Design2011 -
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.Graphic Design, Typography2011 -
Overview
YES is Malaysia first nationwide 4G mobile network by YTL Communications. YES aimed to provide users with a seamless, revolutionary mobile internet experience without the freedom to communicate anywhere, anytime you like.
Challenge
Following a detailed analysis of the company's unique position within the marketplace, YES decided to position itself to as relevant to customers' lifestyle and differentiated it's business model from the competition as possible. We were asked to develop a brand strategy and positioning, that would then be translated into a visual identity.
Solution
Empowered by the innovative 4G technology to better peoples' communication, we positioned YES as the agent that embraced the power of positivity through the everything that we say and do. As we believed amazing things happen whenever the answer is "YES".
The YES logo is created as the primary visual identity for YTLC YES 4G mobile broadband internet. We designed the brand that stands for honesty, boldness and innovation. The brand behavior is always positive, straightforward, friendly, active and aesthetically-pleasing.
This YES logo is used on all relevant communication channels and media. The signature is a unique expression of the brand personality through a 3-dimensional interpretation of a 2-dimensional logotype. The dimension built into the logotype through contours and gradients brings to mind an image of clouds and constant connectivity.Typography, Branding2011 -
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.Visual Arts, Typography2011 -
Overview
NTUC Income is a social enterprise with a mission to put people before profits and with the belief that no man should be left behind. This formed the basis of their foundation and continues to be the principle in everything they do. In October of 2010, NTUC Income launched Orangeaid, a Corporate Social Responsibility programme that will become the active voice in carrying out this mission.
Challenge
Orangeaid’s specific cause is to empower disadvantaged children to achieve their dreams through volunteering work from the NTUC Income staff. The challenge was to create a brand that was clearly articulated, understood by the mass public, and champion voluntary cause for the less privilege.
Solution
The visual identity was designed specifically to embody this voluntary spirit. The many hands that make up the "O", represents the people coming together and bonded by a single mission to lend a hand to those who need it. Multiple shades of orange within the logo are used to symbolise the different backgrounds of the NTUC Income staff coming together for one common cause.
The identity was abled to help the organization to differentiated themselves clearly from other charity group, by translating and made known to the public more effectively.Branding2011 -
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.Graphic Design, Branding2011 -
Overview
The former Supreme Court and City Hall of Singapore will be rebuild as the future National Art Gallery Singapore. A commemorative event is been held to formally announce the closing of these two historic national buildings, including a photos competitions, allows members of the public to take photos of these buildings before the buildings get transformed.
Challenge
To design a poster for the photo competition, the design would need to preserve the dignity of the historical site, but at the same time, reflected the modernise transformation and excitement of it's new purpose.
Solution
A simple yet sophisticated approach was used to render the design. By keeping the detail to the minimal, its symbolizing the new found purpose of the historical site which will soon embarked in the near future. The circular "viewfinder" design portrayed the nature of the competition of capturing the individual perspective into a collective memories.Graphic Design2011 -
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.Branding, Graphic Design2011 -
Brief
Capture the unique truth of Singapore: that her unique blend of attractions
and user-centricity allows visitors to truly have a personalise experience.
Challenge
The key challenge was how we could communicate a changing Singapore, one that has several facets, some in contradiction with each other, but with visual consistency? This is a campaign which would need to build over time, each execution reinforcing the one before.
Solution
In an age where digital displays are ubiquitous, does a logo need to be static? What better way to reflect this island of transformation than with a logo that is ever-evolving, never still? Each iteration is how one might see Singapore when they make it theirs. Some make it playful. Some make it tropical. Some make it all about the nightlife. There is no one official logo, but an infinite variety, as many as there are people. The logo is the cornerstone for everything we do. Through print, online, digital outdoor and TV, every execution is effectively a logo, demonstrating the unique multiplicity and personalisability of Singapore.Branding, Advertising, Graphic Design2011 -
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.Typography, Graphic Design2011 -
Overview
The Singapore Experience Awards is organised by the Singapore Tourism Board. It recognises individuals and organisations with the best products and service delivery who have contributed to a distinctive and compelling Singapore Experience.
Challenge
The Awards is part of the STB's efforts to raise the Singapore tourism industry's competitiveness by motivating organisations and individuals to constantly innovate and create distinctive and compelling Singapore experiences. As this is a newly created tourism awards, the client wants to create a platform that reflects the quality, credibility and prestige-ness of those crème de la crème in their respective field.
Solution
we developed the visual identity through research on the qualities and criteria of those award winners. Finding a balance between a compelling visual style and the proper tone and mood for the awards event was important. The prestige brandmark was visually expressed through "four beams of spotlight" casting together on the focus point. A identity which isn't just a representation of the event, but also a direct reflection of the individual achievement on that very day.Branding2011 -
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.Branding2011 -
A visual identity design for an automobile customising service company.Typography, Branding2011 -
Logotype designed for Levi’s new range of ladies jean with the new "curves-lifting" technology.Typography, Branding2011 -
Tiger Beer commissioned two internationally acclaimed Asian artistes to design its newly launched limited edition Tiger Beer bottles. The results, three cool, unique, and eye-catching Tiger Beer bottles - Graphysics, Rise and Energy, all inspired by contemporary culture and an expression of the artistes’ own personal experiences, influences and convictions.
– Source by Tiger Beer.
“Energy” designed by Tomaz Goh.Package Design, Illustration, Visual Arts2011 -
A packaging box design for BBH asia pacific for their Singapore Tourism Board pitch submission.Package Design2011 -
Overview
The French Kitchen is a new brainchild of chef Jean-Charles Dubois, who wanted to bring the authentic french cuisine closer to the local audiences, by locating his restaurant in one of the post-war shophouse in Singapore.
Solution
Blue. White. Red. Where ever the 3 colours goes, people recognised the colour of France, and instantly connects to it’s identity.
Like the top chef obsessive attention toward detail in their food preparations, the subtle but bold geometry line that surface out from the design, reshaped and redefined the identity to create an unique distinctive signature. A contemporary and quirky twist to the flag design, yet keeping the essence and integrity intact, it reflects the exquisiteness and elegance of them all together with the obvious touch of that French flair.Branding, Typography2011 -
Overview & Design
Sobriety, black and white, geometrical lines, cross and elegance. These are the watchwords and characteristics of fashion designer Maison Mathieu Berthemy and his collection.
The graphical logo was composed using the most significance element within the Mathieu Berthemy brand name, the CROSS(T). Placing diagonally against each other, the two crosses form an unique and interesting geometrical shape that resembled the first initial of the brand name, “M”. The bold, crisp and geometrical formation and crafting of the overall logo reflects the designer’s nonsensical and sobriety approach. Together with graphical “The Cross-Stitches” , it further symbolise his style of work as iconic, tailored and unconventional.
Collection by Mathieu Berthemy
Photography by Paul Kemler
Design & Art Direction by Tomaz GohBranding, Typography, Graphic Design2011 -
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.Graphic Design, Branding2011 -
Minimalist design that used only foil stamping.Graphic Design, Branding2011 -
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 InteractiveVisual Arts, Illustration2011 -
Overview
One of the 5 finalists in Diesel - Dieselwall New York competition 2008. The artwork is currently been display at Diesel Denim Gallery Store located at Soho, New York City.
The idea
Sophisticated and worldly metropolis. Or hellish and chaotic urban jungle. A contradictory city with hope or fear. Heaven or hell, is really up to you.Typography, Graphic Design2011 -
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 GohAdvertising, Photography, Art Direction2011 -
Levi’s Red Tab 2008 fall winter BLACK collection for asia pacific region.
Photography by Boon
Art Direction by Boon and Tomaz GohAdvertising, Art Direction, Photography2011 -
Photography by Boon
Art Direction by Boon and Tomaz GohPhotography, Art Direction2011 -
The idea
I can’t see what’s lie ahead when the dust blinds me. I can’t hear people laugh when sorrow swallows it up. I can’t smell the fragrance of sandalwood when it’s filled with burning fumes. I can’t taste the richness of life when everything comes with a luxurious price. I can’t feel the breeze of peace when terror and fear keeps me in the mist. Unless we start planting hope back to where we have hollowed, I don’t see any future when there isn’t one exist.
Direction by Tomaz Goh
Photography by Linus ChenPhotography, Graphic Design2011 -
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.Graphic Design, Illustration2011 -
The idea
The evolution in mankind have proven to be more than just the development in physical anthropology, linguistics and genetics side. The endless transformation in the human’s stream of consciousness, the mindset, constantly provides conflict and challenge on the logical and the imagination side. Thus redefined and heightened human intelligence to a broader and more diversify spectrum. The process of paradigms shifting staged us into a unfamiliar ground with uncertainty but instigate our curiosity into exploration and rediscovering the future.Graphic Design, Illustration2011 -
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 GohArt Direction, Advertising, Photography2011 -
Overview
The third and final event of Tiger translate 2007 was held at the famous 798 Space in Beijing’s Factory 798 Art District, China. Rehybrid’s artwork was once again featured together with the rest of the Asian Kinetic Artists (Tiger AKAs) of the event. The collection of artists’ work have also been compiled by IDN in Tiger Translate Vol 3 / Gold book. Rehybrid’s work was also featured in the August 2007 issue of CREATIVE REVIEW Magazine. Special thanks to Steve Lawler/The Works Asia and Jen Chan/IDN.
The idea
Oil demand is increasing huge. Industries around the world remain highly dependent on oil, especially those with its rapidly growing and expanding economy.
Yet maturing wells are exhausted as new wells are not discovered. Oil scarcity is fast becoming a reality. People constantly carved for their immediate indulgence and need but Ignoring the backlash consequences of overconsuming. Afterall, oil don't just come from anywhere.
Like the golden beer in the bottle that everyone is carving for, nothing is infinite, you will eventually hit the bottom very soon.Graphic Design, Illustration2011 -
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.Illustration, Graphic Design, Visual Arts2011 -
A proposed hand-drawn logotype design for Levi’s ECO Jeans series using American Typewriter font as the foundation.Typography, Branding, Illustration2011 -
A set of graphic visuals to promote the New 7UP bursting lime flavour created specifically for the East China market.Graphic Design, Illustration2011 -
Levi’s premium fall/winter collection mens outfit tailored specially for Korea and asia pacific region. Walking out of your own shadow, this jean offers that unique slendering dark denim and seductive cut that redefine your proportion in style.
Photography by Simon Harsent
Art Direction by Simon Harsent & Tomaz GohPhotography, Fashion, Art Direction2011 -
A proposed graphic signature for Levi’s Lady Style Spring Summer 07 60s Rock n’ Roll jeans.Branding, Graphic Design, Illustration2011 -
Overview
BBH Asia Pacific – To commemorate ad agency BBH 25th Global Conference which was held at Miami, Florida.
A T-shirt with “pantone-like” colour swatch design mocking the possible alcohol effect on asian skin when consume… from wine spritzer to jagerbomb.
Art Direction by Tomaz Goh & Kek Hoon Pin
Copywriting by Douglas HamiltonGraphic Design, Fashion2011 -
"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.Graphic Design, Design2008 -
Illustration created for Ministry of Sound PAUSE event.Illustration2011 -
Visual logo design for a wedding event.Typography, Branding, Graphic Design2011 -
A collection of Non-commercial, self-initiated projects.Illustration, Typography, Graphic Design2008
