About Us
We Believe Smart Brands Grow Differently
Our Story
Here's the uncomfortable truth: Most businesses don't fail because their products are bad. They fail because they're selling the wrong way.
While competitors chase customers with discounts and flashy ads, smart brands capture hearts and minds. The difference? They've figured out that people don't just buy products—they buy into stories, values, and identities that make them feel something deeper.
We see it every day: businesses burning through marketing budgets trying to convince customers to care, when what they really need is a brand customers can't help but love. When you move beyond meeting basic needs and start fulfilling aspirations, something magical happens. Customers stop comparing prices and start defending your brand. They become your best salespeople.
That's why
we exist.
At Piquant Ideas, we've spent years perfecting the art and science of turning businesses into brands people actually want in their lives.
We don't just make you look good
—we make you matter.
—we make you matter.
Our approach is deliberately different: insight comes before identity, and strategy drives design. Because a beautiful brand without substance is just expensive decoration. But a brand built on deep customer understanding, team alignment, and genuine differentiation? That's how you build something that lasts.
Our Philosophy
01
Insights
First
We listen to your customers, your team, and your data — before we design a single pixel.
02
Outcomes
Over Outputs
We measure success in business results — retention, expansion, valuation — not just brand guidelines.
03
Practical
Creativity
We believe strategy should be smart and usable. No jargon. No fluff.
04
Partners,
Not Vendors
We work with you — not just for you.
The Team

Celestine Koh
Founder & Chief Strategist
With over 15 years in research and brand strategy, she has helped dozens of Singapore and regional brands reinvent themselves — leading to successful expansions, talent acquisition, and even acquisitions.
With experience in beauty, wellness, food, and professional services Celestine has a deep understanding of both local consumer behavior and international market entry.
Her strength? Turning complex brand challenges into clear, actionable strategies.
Her strength? Turning complex brand challenges into clear, actionable strategies.

Hamzah Alsagoff
Client Servicing & Strategy
A veteran with over twenty years of brand communication convergence skills, Hamzah works closely with clients as a co-brand custodian to achieve brand outreach and growth. An advocator of change, he believes in integrating new and traditional media to achieve business success.

Leanne Tchea
Go-To-Market & Strategy
Leanne has over 10 years’ experience building brands both locally and regionally. Her experience in managing brands spans across the lifestyle, corporate, arts and hospitality sector and as a FMCG professional, she has led consumer brand launches and campaigns across retail and marketing communication channels.

Mae Foong
UX UI & Design
With over 20 years in the creative industry, Mae has managed a team of designers and oversees projects including photography, UXUI and digital media. Collaborating closely with product managers and developers through storyboards, process flows and sitemaps, Mae’s creative development and art direction has successfully helped clients to not only boost their capabilities, but also to enhance their creative and digital presence.

Keith Cheong
Digital Transformation & Web Development
Overseeing the brand identity and web teams in Piquant, Keith integrates distinctive brand identity with smart digital visual solutions. html may be his first language, but he believes great design often complements technological and digital transformations for SMEs and MNCs.

Cliff Chew
Data Analytics
Cliff has ten years of experience working on data in research institutions, government agencies and tech startups. His experience includes digital marketing analytics, customer segmentation, survey data analysis and risk analytics. Cliff believes that when utilised well, data can be a huge competitive advantage to help propel companies to their next level.
Why Client Trust Us
Proven
Outcomes
Our clients have expanded overseas, increase customer engagement, and been acquired
No Cookie-Cutter
Solutions
Every project starts with discovery.
End-to-End Ownership
We handle strategy, identity, loyalty, and launch — so you don’t juggle agencies.
We Speak
Business
We handle strategy, identity, loyalty, and launch — so you don’t juggle agencies.