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LULI Singapore

F&B / Retail← All clients

Brand kit

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What we know

13 statements from meetings, WhatsApp, documents and delivery

Full history →
  • contextaccount-team2026-08-0772d ago

    Rayne added as secondary account manager, assisting when Jil is OOO.

    WhatsAppLuli X Atlas· Jil Micole

  • contextevent-coverage-scope2026-07-2288d ago

    500 guests are expected at the event, so the design has to stay simple and readable

    Nigel stressed readability of the design and referenced 500 expected guests. Transcript is garbled at this point.

    Meeting· Nigel Taninferred, not statedsource ↗

  • contextpackage-reshape2026-07-01109d ago

    ITAC is a separate track from Luli: a mix of images and videos, with proposed phases of product lifestyle shoot, event coverage, hero product video, ads, and a monthly retainer of 3 posts/week (8 video creatives + monthly calendar, ~$5k before a ~15% bundle discount).

    Jil walked through the previous ITAC proposal on screen, benchmarked against 'morning coffee' as the main competitor. Landing page is no longer required.

    Meeting· Jil Micole Leesource ↗

  • constraintphotography-not-in-scope2026-07-01109d ago

    Website imagery must be real photography, not AI mockups.

    Jil: 'you can't AI mockup that for your website... it will be very bad for your branding' — this is why the product lifestyle shoot sits in the plan.

    Meeting· Jil Micole Leesource ↗

  • constraintraw-footage-charges2026-07-2387d ago

    Most B-roll is shot in raw S-Log; if Atlas is asked to edit or colour-correct clips before handover, additional charges apply.

    Stated when sharing the AI-mirror B-roll drive link for LULI's SWDA submission. Jovalene confirmed the recipients were fine with raw footage, so no charge was triggered.

    WhatsAppLuli X Atlas· Jil Micole (Atlas)

8 worth re-confirming before acting on

Nothing has contradicted these, so they are still on the record — but they are old enough that the client may have moved on. Treat them as questions, not instructions.

  • complaintcaption-ownership2026-07-2981d ago

    Aren't either of you able to pick up these marketing tactical matters like writing captions? I would appreciate some help and initiative here.

    Jovalene had to generate the Boosters caption herself using Claude. Jil clarified statics/carousels were understood to sit with the other agency and offered to take over captions in future.

    WhatsAppLuli X Atlas· Jovalene

  • riskcontent-quality-feedback2026-07-01109d ago

    Jovalene is unimpressed with the confirmed capsule design and worried the machine and capsules can't reach the high-end aesthetic of competitors like the 'morning coffee' brand.

    Jil said editing and design can bridge the gap but the look will be different; if components aren't ready they can use props, AI or stock photos.

    Meeting· Jovalene TEOsource ↗

  • decisionfounder-brand-pivot2026-07-01109d ago

    Marketing narrative leads with the technology and 'building something behind the scenes' anticipation, not a full product showcase; product reveal comes later.

    Jil: keep LinkedIn posts on the technology, build up to 'with this technology I've come up with a product'. The existing media release (mockup only) is fine and aligned.

    Meeting· Jil Micole Leesource ↗

  • decisionmedia-appearance-posts2026-07-2387d ago

    "I have 2 radio interviews next week ... Cna938 and money FM. We should do a posting on it" — following the format of a referenced past IG post.

    Reference given: https://www.instagram.com/p/DQ1OLbXEjrt/. Jil responded "Sure! No worries".

    WhatsAppLuli X Atlas· Jovalene

  • riskproduction-scheduling2026-07-2288d ago

    The collaborator wants a conversation because she wants to change the direction, and is unavailable until Friday

    Jil: "she wants to have a conversation because she wants to change the direction." Scheduling is blocked — she can't meet tomorrow and Nigel is off Friday. Direction change could push the shoot date.

    Meeting· Jil Micole Leesource ↗

  • decisionstatic-and-carousel-posts2026-07-2288d ago

    Feed plan alternates video and carousel posts — "some is video then some is carousels then some is video then carousel"

    Jil outlined the feed schedule as alternating video content with carousel posts to organise how material is presented.

    Meeting· Jil Micole Leesource ↗

  • decisionvideo-volume-scale-down2026-07-01109d ago

    To manage cost, start small and potentially omit video production initially, focusing on product images and designed posts using a mix of AI, actual product photos and stock imagery.

    Jil: video production costs more than photos or designed posts; AI cannot fake real product footage. Suggested starting at one post per week of designed posts or photos.

    Meeting· Jil Micole Leesource ↗

  • commitmentfounder-story-materials2026-07-2783d ago

    Client to send updated founder story material — beyond the reason behind building Luli — covering the closing of one of the stores and the reasons for launching other business ventures.

    Requested by Jil on 27 Jul; Jovalene had previously shared a link to her business story focused on why Luli was built.

    WhatsAppLuli X Atlas· Jil Micole

Meetings

2 sets of notes in Drive

Log meeting notes

Paste the notes; extraction pulls the facts and flags what contradicts the record. Add the doc link so the full detail stays one click away.

Facts

only approved facts may anchor a claim
An event tied to the design work is expected to draw 500 guestscheckcontextquantifieddraft

“He also nar 500 guess is the right fit.” — Nigel Tan

For the CHI event, 100 drinks are brought on Thursday and Friday each, and 300 on Saturdaycontextquantifieddraft

“Thursday Friday is like we only bring 100 juice down then Saturday is 300” — Jovalene TEO

The new brand's social media presence starts from zero followerscontextquantifieddraft

“but personally based on the market that I know and how aggressive it is three is very much necessary especially when we have zero followers” — Jil Micole Lee

A media release was issued ahead of the CHI event, framed around a new technology coming into the marketcontextspecificdraft

“that one is more talking about like a new technology that's coming into the market” — Jil Micole Lee

The company is exhibiting at the Conference on Healthcare Innovation (CHI) alongside the National Healthcare Groupcontextspecificdraft

“given that we are exhibiting with the with with the national healthcare group” — Jovalene TEO

LULI has been engaged with Atlas Media for two to three months as of July 2026contextspecificdraft

“So uh I guess I mean like we for the past two three engage I mean like two three months that we've engaging with Atlas is is very standard model.” — Jovalene TEO

The company's presence at the CHI event runs two and a half days — Thursday, Friday and a half day on Saturdaycontextspecificdraft

“this week is two and a half days. So it's uh tomorrow, Friday and Saturday half day.” — Jovalene TEO

A machine unit is physically on hand now and is used by the founder for demoscontextspecificdraft

“So, Joe, the the machine is actually here. I mean, I do have the product.” — Jovalene TEO

A Wi-Fi function is being added to the machine that enables updates for new capsules as they are releasedcontextspecificdraft

“It's more that the Wi-Fi enables a update on on new capsules that comes out, right?” — Jovalene TEO

An app for the product was contracted for development with Alexcontextspecificdraft

“I did the the the contract on app development uh with with Alex right” — Jovalene TEO

LULI operates a physical store where the founder is present and walk-in customers enquire about the machinecontextspecificdraft

“somebody just was in my store just now I say oh he wanted to buy for the parents” — Jovalene TEO

LULI's existing marketing content features an AI mirror scan experiencecontextspecificdraft

“where we always feature Luly like the AI mirror scam we always show the up the mirror” — Jil Micole Lee

The product is a machine that brews tea from capsulescontextspecificdraft

“how the coffee or not coffee the tea capsule is made or even like the kind of drinks that you can make from the tea itself” — Jil Micole Lee

The team conducts pantry trials as part of user testingcontextspecificdraft

“Uh we are happy to go out there do like pantry trials you know things like that.” — Jovalene TEO

The user experience involves scanning with a phonecontextspecificdraft

“like showing you how to do a scan on the phone” — Jil Micole Lee

Two brands are being represented at the CHI event by the same teamcontextspecificdraft

“we also there representing two brands” — Jovalene TEO

Free drinks are given out at specific timings at the CHI eventcontextspecificdraft

“so we have uh we're giving out like free drinks at a specific timing” — Jovalene TEO

The machine is available for pre-order ahead of a September launchcontextspecificdraft

“I say yeah but uh it's more a pre-order right now then we just have it ready for September launch” — Jovalene TEO

A three-month soft launch focused on user testing and data gathering is planned, with more aggressive marketing in the following quartercontextspecificdraft

“for the next three months uh I also just wanted a soft launch I'm not aggressive for the next three months for sure it's is really uh data gathering and the data it's really data gathering is a user testing” — Jovalene TEO

An external collaborator is involved in the project and has asked for a conversation to change the project's directioncontextspecificdraft

“but she wants to have a conversation because she wants to change the direction.” — Jil Micole Lee

Content is product-focused with minimal founder on-camera appearance, using clean, aesthetic static and carousel imagery rather than hard-sell promotional contentcontextspecificdraft

“very clean, very aesthetic kind of um images as part to like this kind of static pose and carousel pose. Not like the hardcore promo kind of looks that you were doing for Luli and even the videos is not like you talking in front of the camera already.” — Jil Micole Lee

Design work is presented with alternative versions alongside the main option for reviewcontextspecificdraft

“I tried to include images on the design as well as other alternatives. Please look at the” — Jil Micole Lee

Locking the production date is treated as the highest priority and is held regardless of subsequent script changescontextspecificdraft

“So mainly is production date. So even if she want to change the script doesn't f****** matter. Production fix no matter what we still go down and shoot wherever she want to shoot. So most importantly is prod” — Nigel Tan

LULI engages Atlas Media on a standard monthly retainer that delivers eight videos, with any ad hoc shooting beyond that charged separatelycontextspecificdraft

“Jil Micole Lee confirmed that any work beyond the current standard monthly retainer with Atlas requires separate quoting and agreements” — Gemini meeting notes

The aesthetic Greg created for "Heights" is used as a visual reference for the design directioncontextspecificdraft

“You see the one that Greg did for Heights the new aesthetic.” — Jil Micole Lee

The capsules are not yet finalised; a confirmed capsule design has been received from the manufacturer and mockup capsules can be requestedcontextspecificdraft

“So they recently they also sent me a picture of the capsule that they have confirmed that um I'm I'm so not very impressed with but then the key thing is that is is it is what it is.” — Jovalene TEO

The current script is sent to the collaborator for review before scheduling discussions, rather than waiting for a direction conversationcontextspecificdraft

“Yeah, never mind. I know she wants to change the direction, but you just send her the script first. Let her read through what we have, then try to fix uh production date.” — Nigel Tan

The manufacturer's R&D cycle means a more aesthetic redesign of the machine exterior is not achievable within the next six months to a yearcontextspecificdraft

“the latest update is that the even if so their R&D cycle they won't be able to make it for say in the next six months to a year” — Jovalene TEO

The social feed plan alternates video posts with carousel posts across the scheduled datescontextspecificdraft

“And the videos also cuz the planning that I put for like the dates is like some is video then some is carousels then some is video then” — Jil Micole Lee

The product is sourced from a principal manufacturer with a China-based team that can supply stock pictures and contentcontextspecificdraft

“if you feel like your China team might be able to get you the content” — Jil Micole Lee

The biggest direct competitor on price point and offering is the Morning coffee brandcheckcontextspecificdraft

“we were making a lot of reference to morning coffee because that's your main biggest competitor if you were to talk about your price point and our offerings” — Jil Micole Lee

An experiential activation is being run at the CHI event alongside the exhibitcheckcontextasserteddraft

“and then the then we're also doing our TX the IT experience over there” — Jovalene TEO

The machine's technology includes an extraction rate the founder cites as a technical talking pointcheckcontextasserteddraft

“you were talking to Buzz about like the water how like it extracts like the amount of percentage and whatnot” — Jil Micole Lee

Readability is treated as a key requirement for the designcheckcontextasserteddraft

“is the latest simple to read the important thing.” — Nigel Tan

Go-to-market prioritises the B2B market, reaching consumers via B2Bcontextasserteddraft

“I also need say market validation to to I mentioned that I want to go heavier on the con on the B2B market uh or like at least buy the B2B market we reach out to consumers” — Jovalene TEO

The brand pursues identity marketing — associating the product with an elegant setting and a healthy, fitness-oriented user profilecontextasserteddraft

“the other thing we talk about also is really identity marketing Right. So we want to make sure that it's just like uh the whoever maybe the setting right I mean it's basically elegant and then whoever if we associate somebody drinking it uh you know that's the profile of all uh healthy fitness bars” — Jovalene TEO

The founder speaks publicly about the new venture only as a health tech company and as a technology, not as a product brandcheckcontextasserteddraft

“because the whatever medium or whatever I never talk about ITC as a brand as a product brand right so I only talk about it as a tech my tech company my my health tech company right as a technology” — Jovalene TEO

The machine's target audience is distinct from LULI's existing audiencecontextasserteddraft

“your target audience is not going to like the videos that you do for Lully. Like it's a different target audience. You cannot expect those people who spend on Lully to be also the exact people who have the money to spend on like a machine like that, you know, at home.” — Jil Micole Lee

Documents

drafted by the system, edited by people — then the edits are read back into the record

Nothing yet. Drafting is instant and free — agreement, invoice and deck from the client record, with [AM: …] markers where a human must fill in what the system must not invent.