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Wrapped in Flavor, Designed with Purpose: Darren Lee

Wrapped in Flavor, Designed with Purpose: Darren Lee 2116 1410 Design Business Chamber Singapore

Darren Lee is the General Manager of Lee Wee & Brothers and a proud second-generation owner passionate about honoring his family’s otah-making legacy. With an open mind and a deep appreciation for design as a strategic tool, he’s reshaped the brand to stay relevant, agile, and meaningful to today’s customers. to you?

You’ve led a powerful transformation of Lee Wee & Brothers from a traditional F&B brand into a modern lifestyle business. What role did design play in guiding that transformation, and how did you approach it as a non-designer?

Design helps us connect more deeply with our customers and stay agile in a constantly evolving market. It drove product innovation, enabling us to introduce exciting new formats, while also fostering a culture of collaboration, creative problem-solving, and continuous improvement within the team.

As a non-designer, I approached this by recognising the power of design to shape customer experiences and create meaningful connections. Staying open to fresh ideas and valuing design as a strategic tool allowed us to drive transformation and align with changing consumer expectations.

Many businesses think of design as packaging or visuals. For Lee Wee & Brothers, how has design influenced deeper decisions – from branding to customer experience and even product innovation?

We see design as a way to improve functionality and build meaningful connections. Our branding is crafted to resonate across generations, striking a balance between freshness and familiarity. In the customer journey, design shapes each interaction to be clear, efficient, and enjoyable — from how menus are presented to the flow of ordering and takeaway — while reinforcing our values and making the experience more memorable.

Design has also guided how we reimagine fresh takes on the classics. Our Frozen Otah Croquette, Otah Fries, and Otah Fuzhou Fish Ball are designed not just for convenience, but to appeal to a younger generation with fun, snackable formats — while still being familiar and nostalgic for older customers. These choices in format, flavour, and packaging help us stay relevant and bridge generational preferences, offering a new way to enjoy Otah.

Design is often seen as a cost rather than an investment, especially in tough times. What ROI—whether in customer loyalty, market reach, or internal culture—have you observed since the rebrand?

This has increased customer satisfaction, with more positive feedback reflecting the enhanced experience. Design has enabled us to expand our product offerings, with more options suitable for different occasions and events, making our products more accessible and attracting new customer segments. We’ve also seen steady sales growth, particularly for new products that cater to shifting consumer trends.

Internally, the rebrand has boosted our team’s sense of pride and purpose, driving innovation and improving customer service. It has also increased brand recognition, allowing us to stand out in the market and engage with customers more effectively.

You’ve shown that design can live beyond aesthetics—into product innovation, community storytelling, and even workplace inclusion when you hired a hearing-impaired staff. How do you cultivate a company culture where design thinking and creativity can thrive?

We believe that empowering our team to share their unique viewpoints leads to better decision-making and fresh ideas that challenge conventional thinking. We create a culture of open communication, collaboration, and diversity. Every team member, regardless of their role, is encouraged to contribute ideas. This openness fosters creativity, where innovative solutions emerge from diverse perspectives.

We also prioritize continuous learning and development, ensuring our team stays inspired and up-to-date with the latest design trends and business practices. This commitment to growth allows us to stay agile and adaptable, integrating design into all areas of our business—from product innovation to customer experience.

You recently attended our Design Thinking in Action (DTIA) Get-Together. What were your key takeaways, and how did the conversations there resonate with your own experience applying design thinking in a heritage F&B business?

One of the key takeaways was the importance of creating a space that encourages free thinking. This means fostering an environment where our team feels empowered to experiment, embrace new ideas, and not be constrained by traditional ways of doing things. This openness also ties into how we view technology, such as AI, as a partner rather than a solution in itself.

Another inspiring takeaway was the importance of true inclusive design. In the F&B industry, it’s not just about making our products accessible, but about creating experiences that emotionally and socially connect with our diverse customers. By ensuring every decision fosters dignity, acceptance, and freedom, we’re able to build a more inclusive, welcoming environment that reflects the values we stand for.

At DBCS, we believe that design has the power to drive transformation across sectors. From what you’ve seen at the DTIA Get-Together and within your own company, how can businesses embed design thinking more meaningfully—not just in products, but in operations and strategy?

I think businesses can embed design thinking meaningfully by integrating empathy-driven insights into operations—starting with customer research to redesign packaging and service touchpoints for both emotional and functional impact; involving frontline staff in rethinking workflows to boost efficiency and morale; using low-risk prototyping to test strategic ideas before full rollout; and fostering a company-wide design thinking mindset by training cross-functional teams in creative problem-solving, and rapid ideation, allowing innovation to emerge from all levels.

Planning an event? Connect with Lee Wee & Brothers for deliciously memorable catering today!

Darren Lee, General Manager of Lee Wee & Brothers

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Wrapped in Flavor, Designed with Purpose: Darren Lee

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Industry Dialogue: Designing for Value in an Uncertain World

Industry Dialogue: Designing for Value in an Uncertain World 1080 1081 Design Business Chamber Singapore

Design is at a tipping point. AI is changing how we create. Trade tensions are changing how we work. And the value of design? It’s at risk of being sidelined again.

As designers, we must do more than create. We must prove value. Real value. Strategic value. Not just in pixels or prototypes, but demonstrate how design creates powerful outcomes that move business, industries, and society forward.

Hosted by DBCS, this event brings together leaders across government, academia, and industry to ask: What does it take to flourish by design in today’s world?

Join the conversation on how designers and design leaders can prove the true value of design, regardless of the size of the playing field.

Event Details
Date: Wednesday, 28 May 2025
Time: 5.30 – 8pm
Location: National Design Centre (111 Middle Road, Singapore 188969) Level 2, Auditorium

🔗 Sign up here now!

If you have any questions, please contact us at info@dbcsingapore.org / +65 8829 2990.


Golden Pin Design Awards

Golden Pin Design Awards 1500 1500 Design Business Chamber Singapore

As a valued partner of the Golden Pin Design Award (GPDA) and the Golden Pin Concept Design Award (GPCDA) 2025, DBCS stands at the forefront of advocating design that inspires progress and excellence. We’re proud to promote GPDA and GPCDA, Asia’s premier design award that celebrates excellence across product, communication, spatial, and integration design.

Whether you’re a design team bringing bold ideas to life or a brand redefining standards through design, this is your chance to gain international recognition for your work.

Registration Fee

Early Bird: NT$7,000 Per Entry
General Price: NT$9,000 Per Entry

Early Bird EXTENDED till 27 May, 5pm
General Submission: 27 May, 5.01pm – 24 June, 5pm

Take the next step and see your design recognised for its impact and ingenuity.

🔗 Register here now!

If you have any questions, please contact us at info@dbcsingapore.org / +65 8829 2990.

DFA Design for Asia Awards 2025

DFA Design for Asia Awards 2025 1280 720 Design Business Chamber Singapore

Organised by the Hong Kong Design Centre, DFAA is one of Hong Kong’s most prestigious awards, spotlighting impactful designs that shape Asia – and the world.

Whether you’re a past SG Mark winner or an established creative, this is your opportunity to put your best designs to the test on a regional stage. Categories include Communication Design, Digital & Motion Design, Fashion & Accessory Design, Product & Industrial Design, Service & Experience Design and Spatial Design.

🔗 Register here now!

*To find out more, please contact dfaa@dfaawards.com.

TISDC 2025

TISDC 2025 2047 2047 Design Business Chamber Singapore

DBCS is proud to support the Taiwan International Student Design Competition (TISDC), one of the world’s largest international student competitions that celebrate the designers of tomorrow!

This year’s theme challenges students to explore Diversity as a driver for inclusion, creativity, and collaboration, aptly reflecting the richness of society and the values of the UN Sustainable Development Goals.

Award categories include Product Design, Visual Design, Digital Animation, Architecture & Landscape and Fashion Design.

Open for submission from now till 7 July 2025, 11.59pm (Taipei GMT+08:00).

Entry is Free.

🔗 Register here now!

If you have any questions, please contact us at info@dbcsingapore.org / +65 8829 2990.

Good Design Australia 2025

Good Design Australia 2025 1080 1350 Design Business Chamber Singapore

As Australia’s premier design competition for over six decades, the Australian Good Design Awards represent the nation’s highest design endorsement – a globally recognised bench for excellence.

The 2025 awards celebrate visionary design that drives innovation, sustainability and impact across categories such as Product, Communication, Digital, Spatial Service, Social Impact and many more.

Registration Fees
Social Impact/Concept Design: $245 AUD Per Entry
All Other Disciplines: $495 AUD Per Entry

Key Dates
General Submission: Now – 16 May 2025

This is more than an award – it’s a chance to define the future of design.
Submit your best work today and prove your design excellence on a regional scale.

Enter Now

Roots & Wings (SDA 2025 Winner)

Roots & Wings (SDA 2025 Winner) 2560 2110 Design Business Chamber Singapore
(from left) Liang Yanjie, Eric Chua, Chee Su Eing, Chang Mei Yee


Roots & Wings in an inter-generation program, connecting retired seniors with youths with mental health challenges through photographic storytelling to encourage self-expression, foster self confidence and resilience.

About the project

“Roots & Wings” fosters connections between youths-at-risk and retired seniors through photographic storytelling. Photography is an ideal medium for storytelling because it is accessible and easy to learn, requiring only a mobile phone.

Ultimately seeking to promote autonomy, self-efficacy and a sense of relatedness, helping youths-at-risk develop positive attitudes and behaviours towards societal challenges in the long run.

Click here to learn more.


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Follow us on Instagram, Facebook, Linkedin and Youtube to get the latest updates!


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Wrapped in Flavor, Designed with Purpose: Darren Lee

Wrapped in Flavor, Designed with Purpose: Darren Lee

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From a traditional F&B brand into a modern lifestyle business. See how design played a part in guiding that transformation.
Roots & Wings (SDA 2025 Winner)

Roots & Wings (SDA 2025 Winner)

Blog SDA Finalist's Spotlight
Project EMBRACE seeks to beautify Singapore’s landscape and unite people with MRT pillars.
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Makan Already, Anot? (SDA 2025 Finalist)

Makan Already, Anot? (SDA 2025 Finalist) 2560 1707 Design Business Chamber Singapore
(from left) Chee Su Eing, Eric Chua, Tan Kian Yu,
Jamie Loh, Dominick Ong, Emmanuel Wong, Tan Li,
Noah Phan


Makan Already, Anot? is the power of simple family dinners, bringing family stories to the table. There is power of bringing people from all sorts of backgrounds, all walks of life and stories, just to come together to makan, to share and to connect.

About the project

“Makan Already, Anot?” brings youths and their families together through intentional shared meals in redesigned home grounds to foster connection, trust and meaningful conversations.

By empowering Family Champions and harnessing home spaces, this initiative seeks to redesign the idea of hosting inclusive gatherings, where safe space are transformed to bring families and youths to engage.

Click here to learn more.


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Like what you read?
Follow us on Instagram, Facebook, Linkedin and Youtube to get the latest updates!


Related Post

Wrapped in Flavor, Designed with Purpose: Darren Lee

Wrapped in Flavor, Designed with Purpose: Darren Lee

Blog Member's Spotlight
From a traditional F&B brand into a modern lifestyle business. See how design played a part in guiding that transformation.
Roots & Wings (SDA 2025 Winner)

Roots & Wings (SDA 2025 Winner)

Blog SDA Finalist's Spotlight
Project EMBRACE seeks to beautify Singapore’s landscape and unite people with MRT pillars.
Makan Already, Anot? (SDA 2025 Finalist)

Makan Already, Anot? (SDA 2025 Finalist)

Blog SDA Finalist's Spotlight
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Unwinding Map (SDA 2025 Finalist)

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Project Unwinding Map is a mindful walking app, encouraging people to practice stress-coping strategies through a multi-sensory exploration.
1 2 3 20
Wrapped in Flavor, Designed with Purpose: Darren Lee

Wrapped in Flavor, Designed with Purpose: Darren Lee

Blog Member's Spotlight
From a traditional F&B brand into a modern lifestyle business. See how design played a part in guiding that transformation.
Roots & Wings (SDA 2025 Winner)

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Blog SDA Finalist's Spotlight
Project EMBRACE seeks to beautify Singapore’s landscape and unite people with MRT pillars.
Makan Already, Anot? (SDA 2025 Finalist)

Makan Already, Anot? (SDA 2025 Finalist)

Blog SDA Finalist's Spotlight
Project EMBRACE seeks to beautify Singapore’s landscape and unite people with MRT pillars.
1 2 3 27

Unwinding Map (SDA 2025 Finalist)

Unwinding Map (SDA 2025 Finalist) 2560 1440 Design Business Chamber Singapore
Hsing-Ying Chuang


Unwinding Map is a mindful walking app, designed for Singapore’s creative students, professionals and tech employees. Encouraging people to practice stress-coping strategies through a multi-sensory exploration during city rambles.

About the project

“Unwinding Map” is a mindful walking app which features a co-created shared map and observer cards, encouraging users to practice stress-coping techniques through multi-sensory exploration during city rambles.

There has been growing awareness of mental health since the WHO identified workplace stress and burnout as an occupational phenomenon and due to the impact of the COVID-19 pandemic.

With the use of this app, it aims to prevent workplace burnout and destigmatise mental wellness for young professionals aged 28-35, fostering self-care and building a supportive community for mental well-being.

Click here to learn more.


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Like what you read?
Follow us on Instagram, Facebook, Linkedin and Youtube to get the latest updates!


Related Post

Wrapped in Flavor, Designed with Purpose: Darren Lee

Wrapped in Flavor, Designed with Purpose: Darren Lee

Blog Member's Spotlight
From a traditional F&B brand into a modern lifestyle business. See how design played a part in guiding that transformation.
Roots & Wings (SDA 2025 Winner)

Roots & Wings (SDA 2025 Winner)

Blog SDA Finalist's Spotlight
Project EMBRACE seeks to beautify Singapore’s landscape and unite people with MRT pillars.
Makan Already, Anot? (SDA 2025 Finalist)

Makan Already, Anot? (SDA 2025 Finalist)

Blog SDA Finalist's Spotlight
Project EMBRACE seeks to beautify Singapore’s landscape and unite people with MRT pillars.
Unwinding Map (SDA 2025 Finalist)

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Blog SDA Finalist's Spotlight
Project Unwinding Map is a mindful walking app, encouraging people to practice stress-coping strategies through a multi-sensory exploration.
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Wrapped in Flavor, Designed with Purpose: Darren Lee

Wrapped in Flavor, Designed with Purpose: Darren Lee

Blog Member's Spotlight
From a traditional F&B brand into a modern lifestyle business. See how design played a part in guiding that transformation.
Roots & Wings (SDA 2025 Winner)

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Blog SDA Finalist's Spotlight
Project EMBRACE seeks to beautify Singapore’s landscape and unite people with MRT pillars.
Makan Already, Anot? (SDA 2025 Finalist)

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1 2 3 27

Design Thinking in Action Practitioner Get-Together 2025

Design Thinking in Action Practitioner Get-Together 2025 4501 4501 Design Business Chamber Singapore

Design Thinking In Action (DTIA) Practitioner Get-Together 2025 is back in Singapore and will be held on 12 – 13 Apr 2025!

What is DTIA?
Started in 2016, Design Thinking In Action is Asia’s first community of Design Thinking practitioners coming together to share, learn, grow, and create value together.  

What is DTIA Get-Together?
An invite-only event, DTIA brings together the world’s best design thinkers in personal capacity over a weekend, to discuss critical trends and challenges in the field across multiple dimensions, and envision the future of Design Thinking in Asia.

  • Learn how design thinking is transforming through new strategic frameworks
  • Discover how futures thinking and organisational development can amplify impact
  • Connect with a community of pioneers shaping the future of design

Date: 12 – 13 Apr 2025
Location: SUTD Library
8 Somapah Rd, Building 1,
Singapore 487372

🎟 Sign up now & get 25% OFF! Early bird pricing is available until 16 March, so don’t miss out!

If you have any questions, please contact us at info@dbcsingapore.org / +65 8829 2990.