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Beyond the Umbrella

YEE LEE CORP & YL BRANDS

PROJECT OVERVIEW
Every great brand begins with a story worth telling. Through thoughtful creative direction and compelling visual storytelling, YL Brands takes centre stage with a fresh perspective, building a stronger brand presence that connects with audiences and leaves a lasting impression.
  • THE CHALLENGE
Yee Lee Corporation Berhad is a leading FMCG player in Malaysia with a diverse portfolio of household brands. As their digital presence evolved, they recognised that their existing website was no longer effective, trying to cater to both corporate stakeholders and consumers within a single platform. To better represent their business and future growth, they engaged us to rethink and restructure their digital ecosystem for clearer and more focused communication across both audiences.
  • STRATEGIC APPROACH
The challenge was not just building a better website, it was about clarity. With multiple audiences coming to the same platform, the experience became diluted and ineffective. So we asked, how do we make each audience feel like the platform was built for them? And then it clicked, this was not one brand story, but two distinct journeys. By separating YL Corp and YL Brands, we created a focused ecosystem where corporate credibility and consumer engagement could each thrive, allowing every user to find what they need, clearly and intuitively.

Before

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After with us

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What we delivered

“Paperballad&Co. Is a professional team that’s very flexible and open to share to help us be better. While they’re priced premiumly it’s actually cost efficient when you consider value to price. The team is very young but mature in their execution and fresh in their ideas.”

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What stood out about Paperballad was their ability to simplify something that had become overly complex over time. They didn’t just redesign our website, they helped us see our business more clearly and how each audience should be spoken to. The process felt collaborative and thoughtful, and the final outcome reflects a much stronger and more purposeful digital direction for us moving forward.

  • YOUR TURN

Let's Change The World Together

Bring us the ambition, the challenge or the question. We’ll bring the thinking to move it forward.
Transform My Brand

SAN FRANCISCO COFFEE

Making a familiar brand relevant again.
Coffee is part of everyday life. The morning rush, the afternoon reset, the catch-up that lasts a little longer. These small moments became the starting point for a fresh approach to San Francisco Coffee’s storytelling.

The challenge was to make a familiar brand feel relevant again—to give people a reason to connect beyond the latest promotion.

We shifted the focus towards the everyday moments surrounding each cup. Products and seasonal campaigns became part of a wider story, grounded in familiar routines, shared moods and the simple pleasure of taking a coffee break.

The creative direction paired the brand’s recognisable identity with a more conversational tone and playful, relatable content. Each post became an opportunity to bring San Francisco Coffee closer to the people behind the orders.

A fresh chapter for a familiar brand, built around the moments that make people reach for a cup.