Yee Lee Corp & YL Brands

Beyond the Umbrella

PROJECT OVERVIEW

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.

STRATEGIC APPROACH

Naturally, social media would be the best channel as it’s one of the only few 2-way communication marketing channels out there. So we thought… how do we make people want to follow an oil brand? And then it clicked, it’s never just an oil brand – it’s a lifestyle brand that’s present in all Malaysian Kitchens. With a rich heritage and familiar face, we touched on the heart of Malaysians and went back to the core of the campaign. To be human.

See What We’ve Planned

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.

We’d love to bring your ideas to life with you and your team. Start a project with us.

Start a project

We’d love to bring your ideas to life with you and your team. Start a project with us.

Start a project
Welcome to Paperballad & Co.