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Keeping a Traditional Business Relevant
Ms Winnie Chan & Mr James Quan
Founders, Bynd Artisan Pte Ltd
Bynd Artisan
The story of Bynd Artisan is
inextricably tied to the lives of our
master craftsmen and our legacy,
which spans a period of over 70
years today.
Bynd Artisan is an experiential retail concept that does:
• Leather crafting
• Bookbinding
• Customisation
Product Offerings
We strive to offer more than just
ready-made products. Whenever
possible, we offer customers the
option of customising their
purchases.
Our product offerings include:
1) Luxury Stationery and Leather Products
2) One in a Million Notebooks
3) Workshops
4) Designer’s Capsule
5) Corporate Bespoke
Transformation of
a traditional business
Bookbinding and leather crafting
have always been perceived as
old school. In this digital age, we
believe they can still be very
popular if we are able to make
them relevant and fashionable.
The Rationale
• To define bookbinding, leather crafting and art in a digital world
• To engage new customers including the millennials
• To give senior production workers a new lease of life through re-
training
Human
Resource
Product &
Experience
Marketing Implementation
Branding
• Compelling story through emotive images
• Space design
Branding
The story of Bynd Artisan is
inextricably tied to the lives of
our master craftsmen and to
the legacy of our founding
company, which spans a period
of over 70 years today.
vs
Static vs Emotive Pictures
Old concept New concept
Interior Design
Copper pipes and raw finishing:
• Framing new with old
Heritage display:
• Showcasing history of family
business
Mr. Chong Beng Cheng
Production Manager (previously)
Mr Chong’s Expertise:
• Designing & prototyping
• Leather crafting
• Bookbinding
Human Resource - People
How do we leverage on skills
of experienced senior workers?
• Retraining old staff to take on new roles:
• Craft artist
• Sales associate
• Workshop instructor
Human Resource
How do we preserve the trade
and share it with future
generations?
• Hiring of young craftsmen and appointing the seniors
as trainers
• Transferring of knowledge between old and young
craftsmen - Reverse mentorship
Human Resource
How do we preserve the trade
and share it with future
generations?
Product & Experience
Design
Differentiating by:
• Experience
• Collaborations
How do we redefine traditional
craft in the current digital age?
Live
Kitchen
Learning a
New Skill
Experiential
Shopping
Personalisation
Instant
Gratification
Personalisation – Offline Platform & Online Platform
In the Atelier On the webstore
Live Kitchen
With an open concept, one
can see the process of
notebook making and leather
stamping.
Instant Gratification
After selecting the various components of
the notebook or indicating the preferences
for leather goods, customers can collect their
personalised item within half an hour*.
*waiting time is longer during peak season
Learning a New Skill – Crafting Workshops
Collaborations
• For budding designers: Showcase platform
• For Bynd Artisan: Expand our boundaries
• For customers: Variety
Bynd Artisan invites
practitioners from different
creative fields to participate in
collaborative projects.
Marketing – ATL & BTL
Traditional Print Media Social Media
Continuous Business Innovation
Drawn from Our Own Device
SingaPlural 2017
• A collaboration between creative agency &Larry,
new media design firm Modular Unit and Bynd
Artisan.
In the current digital age where change is the
only constant, Bynd Artisan strives to keep
up with the times without compromising on
its core of artisanal excellence.
Find out more!
Video Links:
• President’s Design Award 2016: https://vimeo.com/203261235
• 自由志: http://bit.ly/2dvvWaX
• 财经追击: https://vimeo.com/136807942
• Collaboration with Ying the Label & Halogen: http://bit.ly/2nmJPxf
• Collaboration with Erwin Lian: https://vimeo.com/144577833
Facebook: @byndartisan
Instagram: @byndartisan
Website: www.byndartisan.com
Keeping a Traditional Business Relevant

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Keeping a Traditional Business Relevant

  • 1. Keeping a Traditional Business Relevant Ms Winnie Chan & Mr James Quan Founders, Bynd Artisan Pte Ltd
  • 2.
  • 3. Bynd Artisan The story of Bynd Artisan is inextricably tied to the lives of our master craftsmen and our legacy, which spans a period of over 70 years today. Bynd Artisan is an experiential retail concept that does: • Leather crafting • Bookbinding • Customisation
  • 4. Product Offerings We strive to offer more than just ready-made products. Whenever possible, we offer customers the option of customising their purchases. Our product offerings include: 1) Luxury Stationery and Leather Products 2) One in a Million Notebooks 3) Workshops 4) Designer’s Capsule 5) Corporate Bespoke
  • 6. Bookbinding and leather crafting have always been perceived as old school. In this digital age, we believe they can still be very popular if we are able to make them relevant and fashionable. The Rationale • To define bookbinding, leather crafting and art in a digital world • To engage new customers including the millennials • To give senior production workers a new lease of life through re- training
  • 8. • Compelling story through emotive images • Space design Branding The story of Bynd Artisan is inextricably tied to the lives of our master craftsmen and to the legacy of our founding company, which spans a period of over 70 years today.
  • 9. vs Static vs Emotive Pictures Old concept New concept
  • 10. Interior Design Copper pipes and raw finishing: • Framing new with old Heritage display: • Showcasing history of family business
  • 11. Mr. Chong Beng Cheng Production Manager (previously) Mr Chong’s Expertise: • Designing & prototyping • Leather crafting • Bookbinding Human Resource - People How do we leverage on skills of experienced senior workers?
  • 12. • Retraining old staff to take on new roles: • Craft artist • Sales associate • Workshop instructor Human Resource How do we preserve the trade and share it with future generations?
  • 13. • Hiring of young craftsmen and appointing the seniors as trainers • Transferring of knowledge between old and young craftsmen - Reverse mentorship Human Resource How do we preserve the trade and share it with future generations?
  • 14. Product & Experience Design Differentiating by: • Experience • Collaborations How do we redefine traditional craft in the current digital age?
  • 16. Personalisation – Offline Platform & Online Platform In the Atelier On the webstore
  • 17. Live Kitchen With an open concept, one can see the process of notebook making and leather stamping.
  • 18. Instant Gratification After selecting the various components of the notebook or indicating the preferences for leather goods, customers can collect their personalised item within half an hour*. *waiting time is longer during peak season
  • 19. Learning a New Skill – Crafting Workshops
  • 20. Collaborations • For budding designers: Showcase platform • For Bynd Artisan: Expand our boundaries • For customers: Variety Bynd Artisan invites practitioners from different creative fields to participate in collaborative projects.
  • 21. Marketing – ATL & BTL Traditional Print Media Social Media
  • 22. Continuous Business Innovation Drawn from Our Own Device SingaPlural 2017 • A collaboration between creative agency &Larry, new media design firm Modular Unit and Bynd Artisan. In the current digital age where change is the only constant, Bynd Artisan strives to keep up with the times without compromising on its core of artisanal excellence.
  • 23. Find out more! Video Links: • President’s Design Award 2016: https://vimeo.com/203261235 • 自由志: http://bit.ly/2dvvWaX • 财经追击: https://vimeo.com/136807942 • Collaboration with Ying the Label & Halogen: http://bit.ly/2nmJPxf • Collaboration with Erwin Lian: https://vimeo.com/144577833 Facebook: @byndartisan Instagram: @byndartisan Website: www.byndartisan.com