Tee Yih Jia: ALTN Launch Event

Event Concept, Build & Graphics

With the boom of the meat-free market and rising demand for healthier options for ready meals and convenience foods, comes the birth of ALTN. ALTN is a plant-based brand launched by Tee Yih Jia Food Manufacturing (TYJ), Singapore-based frozen foods giant. Partner Studio had the privilege to be a part of ALTN’s B2B launch in 2020, as the creatives that conceptualised and executed the whole event. 

The creative direction of the launch event revolved around an intimate but elevated dining experience helmed by Bjorn Shen, Singaporean chef, restaurant owner and Masterchef Singapore judge. Chef Bjorn was tasked to re-interpret and elevate the ALTN base products, bringing the guests on a gastronomic journey of re-discovery. Drawing inspiration from Chef Bjorn’s personal life chapters, each dish was accompanied by a compelling narrative and video projection to envelop guests in the story.