HOW IT
ALL BEGAN
NORMAT was born of a simple observation of our world: it is far better to sustain and evolve a great tradition than it is to try and revive it after it has lost touch with the times.
NORMAT collaborates with time-honoured makers and brands to design soulful products cherished by the conscientious and discerning. Founded by visionary creative director Larry Peh, NORMAT bridges traditional craftsmanship with thoughtful, contemporary design, ensuring that what we treasure today remains relevant and timeless tomorrow.
This philosophy is captured by our brand ethos, "MAKE FUTURE MEMORIES”. By fostering a culture where treasured crafts and experiences can withstand the test of time, NORMAT ensures that future generations can continue to enjoy and appreciate the legacy of today's craftsmanship.
MEET THE TEAM
LARRY PEH
BRIDGING PAST, PRESENT, AND FUTURE THROUGH DESIGN
A pioneer in Singapore’s creative industry for over 20 years, Larry Peh founded award-winning branding consultancy &Larry and co-founded Thought Faculty in 2024. Having garnered top industry accolades, including the President’s Design Award, twice, Larry is known for pushing boundaries and challenging norms.
Larry’s approach to design is deeply personal. He believes that the true mark of good design lies in its impact on people, not the designer’s signature. This philosophy is evident in his love for music, art, and what he calls, “things that feed the soul.” Amongst these, he counts his fascination with Japanese design and culture as a key influence in his own creative development.
Nowhere is his vision for timelessness more evident than in NORMAT, a brand he created to marry traditional craftsmanship with contemporary flair. NORMAT’s ethos of preserving culture while resonating with today’s audience is exemplified in Larry taking on the challenge of making an authentic Japanese sake according to his own vision. Larry’s collaboration with Kubiki Shuzo led to the creation of AGAINST THE GRAIN, a sake that embodies his daring spirit. Despite lacking a culinary background and refusing to adopt a white-label approach, Larry’s tenacity and vision brought forth a sake that challenges how a great sake could be defined, recognised and enjoyed. This innovative approach sets a worthy benchmark for future NORMAT projects.
CRAIG NEO
A DIGITAL INNOVATOR IN TOUCH WITH OUR WORLD
Craig Neo is a seasoned digital entrepreneur with over 15 years of experience in digital design and technology. Beyond his tech-savvy outlook, Craig is known for his forward thinking and willingness to explore new opportunities, as evidenced by his numerous business ventures in Singapore and China.
Craig’s unique mindset is deeply influenced by his love for travel. Over the years, his adventures across the continents to experience places, peoples and cultures have opened his mind to the diversity and natural wonders of our world, paralleling his exploration of digital realms. Working closely with Larry on numerous projects, Craig not only became a friend, he also developed a deep appreciation for the nuances and complexities of Japanese sake. This partnership led to the creation of a sake that breaks the mould of traditional foreign collaborations with Japanese breweries.
From planting rice with Larry and the farmers in Niigata, to exploring unconventional techniques for crafting the unique flavour profile of the Tokubetsu Junmai version of AGAINST THE GRAIN, Craig’s adventurous spirit and commitment to innovation have been instrumental in bringing this exceptional product to life.