a tiny lab turning messy ideas into cultural, strategic, and visual sense

I’ve been sitting with this idea for a while now - why certain brands in Southeast Asia feel instantly familiar, almost comforting, while others (even ones with gorgeous global campaigns that break the budget) still sit at the edges of our lives like strangers…

A scent of orange peel drifting through a corridor. A chord tinged with blue. A childhood memory that returns as a temperature - warm, delicate, almost like the air before an afternoon storm. These moments come and go fast, yet they reveal something about how the mind works…