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Today, he embarks on a new creative journey with the launch of NORMAT, a collective that bridges traditional craftsmanship with thoughtful, contemporary design. Here, we find out more about NORMAT’s first product launch: ‘AGAINST THE GRAIN’ Japanese sake (with varieties like Junmai Daiginjo and Tokubetsu Junmai) brewed to complement a wide variety of Singaporean and Southeast Asian cuisines.
What were some thoughts that were swimming in your head that eventually inspired the launch of NORMAT?
It was pretty simple, honestly. It was frustrating that I had to test so many different sakes to eventually find the ones that are tasty to me. After that, I had to go through yet another laborious process of trying to understand the labels, their background, and jargons. I wondered – why do I need so many different bottles to fulfil the idea of pairing when I don't even know what I'm going to eat for my next meal? So I ended up with lots of bottles and lots of styles of sake and naturally that became a problem in terms of logistics and fighting for fridge space with my wife. That was when I imagined having just two to three simple bottles that would tick all the right boxes for me.
The idea came to me at a time when I thought I was done with trying to create new ideas or labels. I started a men’s fashion label named Faculty some years ago and had sold the business. But like a musician who can't help writing the next song, it just came to me somehow.
What lessons from your creative career did you bring into this new endeavour? And once the range of sakes were launched, what new lessons did you learn?
As the founder of a branding and design agency, I've always been able to maintain a fine balance between art and commerce, knowledge and intuition, craft and technology. But what's different is that I now have to put on an extra hat – not just as a creator, but as a brand owner. So no matter how well it looks or sounds, if it doesn't fit the numbers, I'll have to be the first one to kill the idea. And I’ve done it many times; by relooking ways to cut cost, yet still achieve the exact taste profile and design, starting from the ground up, or should I say, from the Grain up.
As creatives, we always wish we have better clients who can appreciate the work and have the right budget. But through this new experience, I learnt to look closer from the other side of the lens.
NORMAT Tokubetsu Junmai sake
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