Matthew Miller
May 15, 2019

Grain chooses The Secret Little Agency

Singapore-based food-tech company partners with the agency through a fee-for-equity exchange as it gears up for international expansion.

Grain chooses The Secret Little Agency

The Secret Little Agency (TSLA) announced that it has been chosen by food-tech company Grain to help grow the brand globally. The business win comes after a month-long closed door pitch involving "several regional and international agencies", according to TSLA.

“The level of care, understanding and TSLA’s UX first approach to design really impressed us," said Yi Sung Yong, founder of Grain.

Last week, Grain received US$10 million in Series-B funding from Singha Ventures, Ozi Amanat/K2 Global and Sasoon Investments. Ozi Amanat/K2 Global is also an investor in Impossible Foods, Spotify and Airbnb.

TSLA Design will be tapped for brand strategy, positioning and architecture duties before moving into brand and creative development, according to TSLA. The agency will drive how Grain is expressed both locally and regionally as the brand gears up for international expansion.

“We love meeting ambitious clients like Grain," said Hanyi Lee, partner at TSLA. "There is a such a compelling brand story to tell, and we look forward to embedding our creativity in every facet of their business to build a global food brand like no other.” 

Grain and TSLA have agreed to a fee-for-equity exchange instead of a typical fee arrangement.

“Beyond just time, energy and the usual fee, we get to work with a like-minded partner to invest our creativity and grow something together," Lee said. "This is where it gets really fun.”

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