You may not know Larry Peh, but surely you would have encountered his work. Through his branding agency &Larry, he created the brand identity for Bynd Artisan, a Singapore-based brand that specialises in premium paper and leather, and refreshed four-generation-old pastry company Tong Heng's branding, as well as designed the punchy ‘X’ in the logo of Singaporean furniture company Xtra. Peh is also behind the sleek visual identity of high-end condominiums Petit Jervois and Cuscaden Reserve by boutique developer SC Global, and the colourful logo of Singapore’s largest preschool operator PCF Sparkletots.
The client list goes on: The now-defunct Restaurant Andre, Herman Miller, Google, Supermama, Louis Vuitton, Direct Funeral, Economic Development Board (EDB), Takashimaya and Sincere Fine Watches. But the most ubiquitous of his design is probably the most unexpected – the red carp monogram on disposable white plastic bags used by just about every hawker stall in Singapore. Peh had designed it when he was a Visual Communications student in Temasek Polytechnic and continues to be tickled when he is handed one at the wet market or mama shop.
A DESIGN JOURNEY At 48, the bespectacled Peh still exudes boyish charm. He is chatty but not overly loquacious; amiable but assertive and straight talking on his beliefs. He has amassed multifarious accolades, including the prestigious Designer of the Year at the President's Design Award in 2014 , but is void of any ego.
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