TSUBAKI

TSUBAKI Est. 2007. 18+ years shaping brands & packaging with soul. Tsubaki means camellia — resilient, timeless, a quiet force. Proudly Malaysian.

Designs that win awards, and hearts.

18/08/2026

N E W . W O R K
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KAKAO ORIGIN

We were honoured to be invited to collaborate on this brand project, developing everything from product packaging to a range of branded collateral to create a more cohesive and consistent visual experience. We also designed a distinctive and eye-catching menu for their Café Experience Centre, seamlessly extending the brand identity into the physical space and customer journey.

From product and packaging to the café environment and every brand touchpoint, the overall design strengthens brand recognition while creating a more engaging, memorable and well-rounded brand experience.

03/08/2026

O U R . T E A M - B U I L D I N G
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Last weekend, we stepped away from our desks and spent a refreshing day together at The LINC KL, taking part in a Terrarium Workshop as part of our team-building activity.

It was more than just learning how to create a tiny green world. From choosing the plants and arranging every little detail to figuring things out together, the process came with its own challenges, surprises and plenty of laughter along the way.

We’ve always shared a close bond as a team, but moments like this give us the chance to slow down, put work aside and simply enjoy creating something together. Through sharing ideas, helping one another and exchanging thoughts, we strengthened not only our connection, but also the teamwork, trust and chemistry that we bring back into our everyday work.

Every little effort counts, and every experience brings us closer as a team.

Until the next adventure — we’re already looking forward to our next team-building activity!

G P D A . 2 0 2 6 . J U D G E-Jay Lim, founder and creative director of TSUBAKI STUDIO KL, is honoured to serve as a pre...
27/07/2026

G P D A . 2 0 2 6 . J U D G E
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Jay Lim, founder and creative director of TSUBAKI STUDIO KL, is honoured to serve as a preliminary juror for this year’s Golden Pin Design Award, one of Taiwan’s most prestigious design awards.

It is a privilege to join an outstanding panel of creative leaders and contribute to recognising exceptional works from across Asia. Sincere thanks to the Golden Pin Design Award for the trust and opportunity.

N E W . W O R K-CHUBBY CHEEKS Branding & Packaging DesignBorn from a Malaysian couple’s personal journey into parenthood...
23/07/2026

N E W . W O R K
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CHUBBY CHEEKS Branding & Packaging Design

Born from a Malaysian couple’s personal journey into parenthood, Chubby Cheeks was created to make everyday baby care gentler, safer and more effortless. The brand develops thoughtfully designed essentials, ranging from premium baby wipes to skincare and bath care products. Each product is formulated with pure, baby-friendly ingredients and without harsh chemicals. By combining comfort, practicality and trusted quality, Chubby Cheeks helps ease the demands of modern parenting, giving families greater peace of mind and more time to cherish every precious moment together.

We partnered with Chubby Cheeks to develop a distinctive and cohesive brand identity, encompassing its strategic positioning, visual language and product packaging. Built around the principles of being adorable, direct and memorable, the design translates the warmth, safety and trust associated with baby care into a contemporary visual expression that resonates with today’s modern families.

A bold two-colour palette forms the brand’s most recognisable visual signature. Paired with clean, confident and approachable typography, the identity balances a playful personality with a strong sense of professionalism and reliability. A consistent system of colour, composition and information hierarchy unifies the entire product range, creating a powerful collective presence on the shelf and allowing Chubby Cheeks to stand out, be recognised and remain memorable within a highly competitive market.

Beyond enhancing the visual appeal of each product, the identity was designed as a scalable system capable of supporting the brand’s continued growth. From premium wipes to face cream, body lotion and bath care, every new product can retain the same distinctive brand DNA while strengthening consistency, consumer trust and long-term brand value. Ultimately, Chubby Cheeks is positioned not simply as a collection of baby care products, but as a modern family care brand built around gentle protection, thoughtful design and everyday peace of mind.

Client / CHUBBY CHEEKS
Creative Director / Jay Lim & Vivian Toh
Designer / Seen Yee, Jane Tiong and Carol Chan
Photographer / Kenny Foo
Project Year / 2025

Behance :
https://www.behance.net/gallery/253041471/CHUBBY-CHEEKS-Branding-Packaging-Design

C U T O U T . Z E R O - T A I N A N . L A U N C H E D-27/05/2026, WED, Tainan University of Technology.CUTOUT: ZERO — Re...
04/06/2026

C U T O U T . Z E R O - T A I N A N . L A U N C H E D
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27/05/2026, WED, Tainan University of Technology.

CUTOUT: ZERO — Restarting the Journey, Reconnecting the Community

Third launched. There was a time when we paused, and a time when we questioned whether this journey could begin again.

Yet it was through the encouragement, support, and belief of so many people along the way that CUTOUT: ZERO found the courage to start over and move forward once more.

At Tainan University of Technology, we gathered through a launch event, talks, dialogue sessions, and an exhibition to reflect on the past, engage with the present, and imagine the future. Every conversation, every question, and every exchange of ideas made this stop especially meaningful.

Thank you to everyone who joined us. Your presence reminds us that the value of independent creative practice has never disappeared, and that the passion for design continues to inspire, connect, and evolve.

CUTOUT: ZERO continues its journey.

N E W . W O R K-The Modern Apothecary Perfume Diecast Case Series Packaging DesignIn 2025, we were invited by one of the...
16/05/2026

N E W . W O R K
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The Modern Apothecary Perfume Diecast Case Series Packaging Design

In 2025, we were invited by one of the most influential figures in the Malaysian fragrance scene to create the packaging design for their upcoming solid cologne wax release — a project that immediately stood apart from anything conventional. What made this collaboration even more distinctive was the involvement of a specially invited illustrator, commissioned to create an exclusive artwork for the collectible metal tin packaging.

Our role was far more than simply designing a box. We were tasked with orchestrating an entire tactile experience — seamlessly merging the metal tin, outer box, translucent instruction sheet, and protective sleeve into one cohesive visual and structural narrative. Every layer needed to feel intentional, immersive, and emotionally charged.

This was never going to be an ordinary packaging solution. Through extensive experimentation and structural studies, we decided to challenge the traditional rules of packaging construction. By layering E-flute corrugated board together with compressed chipboard elements, we engineered a bold hybrid structure that feels both industrial and refined. The result is an exceptionally sturdy form capable of supporting the weight of the metal tin while simultaneously projecting a sense of rebellion, futurism, and collectible desirability.

Visually, we abandoned predictable fragrance aesthetics entirely. Instead of relying on colour-heavy graphics, we explored the surreal relationship between “time” and “latitude,” translating these abstract ideas into a hypnotic line-based illustration system. Using only intricate linear movements and layered directional flows, the artwork creates a mysterious dimensional effect — almost like a futuristic map pulled from an unknown universe. The absence of colour became its greatest strength, allowing the raw geometry and atmospheric tension to speak louder than decoration ever could.

To further amplify the experience, the final package is bound together using resin-inspired elastic straps, creating an almost cybernetic appearance — as though the object itself has been sealed, preserved, or transported from the future. The moment consumers unwrap it, they are greeted by a carefully staged reveal: the illustrated metal tin, the architectural box structure, and the semi-transparent instruction sheet unfolding like a classified artefact.

The final outcome is more than packaging — it is a futuristic sensory object. Bold, mysterious, experimental, and unapologetically forward-thinking. A design language that feels technological yet emotional, industrial yet poetic — leaving consumers with the sensation that they are holding something rare, collectible, and strangely otherworldly.

More on Behance,
https://www.behance.net/gallery/249464381/The-Modern-Apothecary-Perfume-Packaging-Design

C A S E-Inspired by the vibrant energy of Japanese pop culture, the new event brand “ZENSEKAI 全次元” is set to unveil its ...
14/05/2026

C A S E
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Inspired by the vibrant energy of Japanese pop culture, the new event brand “ZENSEKAI 全次元” is set to unveil its complete visual identity. The overall design merges Japanese subculture, contemporary aesthetics, and futuristic visual thinking — from the brand identity and custom typography to its extended application system — creating an immersive and imaginative new universe.

“ZENSEKAI” is more than just a name; it represents the crossing of boundaries between reality and virtuality, anime, music, art, and street culture. Through a bold and distinctive visual language, the brand aims to establish a new cultural symbol for the next generation. More of the complete branding and visual applications will be revealed soon.

N E W . W O R K-Rhymba Hills Tea Re-Branding PackagingIn 2022, Ryhmba Hills Tea entrusted us with the complete revitalis...
08/05/2026

N E W . W O R K
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Rhymba Hills Tea Re-Branding Packaging

In 2022, Ryhmba Hills Tea entrusted us with the complete revitalisation of their next-generation packaging design following their achievement of an international tea award. The objective was clear — to translate their growing international recognition into a bold and compelling visual identity that could elevate both the brand and its expanding product range.

To bring this vision to life, we developed a highly expressive packaging system driven by eye-catching illustrations, vibrant typography, and striking colour contrasts. Every visual element was carefully orchestrated to create a stronger shelf presence while enhancing the emotional appeal of the product — making the teas feel more premium, flavourful, contemporary, and irresistibly collectible.

Beyond aesthetics, the design also embraces distinctive Malaysian cultural motifs and symbolic elements, allowing the packaging to carry a deeper sense of authenticity, locality, and cultural pride. Rather than relying on tradition alone, we reinterpreted these cultural references through a modern and contemporary design language, ensuring the overall identity remained fresh, sophisticated, and highly relevant to today’s consumers.

The result is a packaging series that not only celebrates Malaysian culture, but also positions the brand with greater confidence and distinction within the international tea market.

Client / Ryhmba Hills Tea
Creative Director / Jay Lim & VIvian Toh
Designer / Esther Khoo, Michelle Ku & Venus
Photographer / Weiloke Photographer
Project Year / 2022

More works on Behance,
https://www.behance.net/gallery/249007337/Rhymba-Hills-Tea-Re-Branding-Packaging

C U T O U T . Z E R O - S H E N Z H E N G . L A U N C H E D-11/04/2026, SAT, Shenzhen OCT Mindpark TOPYS.CUTOUT: ZERO — ...
15/04/2026

C U T O U T . Z E R O - S H E N Z H E N G . L A U N C H E D

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11/04/2026, SAT, Shenzhen OCT Mindpark TOPYS.

CUTOUT: ZERO — One Night, Five Voices, A Magazine Reborn

The second launch of *CUTOUT: ZERO* came to a graceful close in Shenzhen. More than just a release, it was a collective moment shaped by time, passion, and conviction. Initiated through the sincere invitation of Mr. Yeung Chung Yiu of 1983 Asia, the evening was destined to be something special from the very beginning. With the generous support of TOPYS Bookstore at OCT Loft, the space carried a sense of cultural depth and quiet significance. The meticulously crafted key visual was not merely a display of aesthetics, but an emotional catalyst—igniting the atmosphere and elevating the entire experience.

At 7:30 PM, Jay Lim began his sharing with a calm and narrative tone, guiding the audience through the origins, pause, and eventual rebirth of CUTOUT. From its early ideals and persistence, to the realities that led to a temporary halt, and finally the courage to reset—his story unfolded as more than the journey of a magazine. It became a reflection on endurance, choices, and the shaping force of time, resonating deeply with everyone present.

Following this, Wong Ka Shun (The Early Cloud), representing Macau and Malaysia, took the stage. Through a diverse range of projects, he seamlessly connected pet furniture, event visuals, and fashion design—demonstrating how ideas can move fluidly across disciplines. His sharing reflected a contemporary creative approach, where design is no longer confined to a single medium, but exists as an open and evolving dialogue.

Next, Liao Bofeng (YouLiao Design) centered his talk on graphic design, diving into the power behind visual communication. Beyond form and aesthetics, he explored how design carries meaning, emotion, and cultural context—reminding the audience that design should not only be seen, but understood.

The panel discussion, moderated by Yeung Chung Yiu and Guan Shu, brought together all five speakers to explore the future of publishing, the impact of AI, and the role of design in shaping the next generation. The conversation was layered, honest, and thought-provoking—moving from industry structures to creative mindsets, from evolving tools to shifting values. Audience participation further extended the dialogue, transforming the session into a dynamic exchange of perspectives.

Notably, the audience that evening extended far beyond Shenzhen, with attendees from Macau, Hong Kong, Guangzhou, Fujian, and other regions. This convergence of voices and backgrounds created a rare sense of regional connection, amplifying the role of *CUTOUT: ZERO* as a platform for exchange and dialogue.

A dedicated display table was also set up on-site, featuring past issues of CUTOUT alongside the newly launched ZERO edition. Guests were invited to browse through the publications up close—experiencing the tactile qualities, print details, and evolution of the magazine over time. Many took the opportunity to purchase copies, allowing the publication to continue its journey into new hands.

As the night drew to a close—amid applause, group photos, and shared laughter—the weekend gently settled into memory. Though brief, it left behind a lasting impression for everyone present: a moment shaped by design, dialogue, and the quiet significance of coming together.

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Kuala Lumpur

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Monday 10:00 - 19:00
Tuesday 10:00 - 19:00
Wednesday 10:00 - 19:00
Thursday 10:00 - 19:00
Friday 10:00 - 19:00

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60341418627

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