Could You Change The Ending?


Strategy, Copy & Illustration Since Forever



"A brilliant thinker and writer." Dave Bell, MD & Creative Partner, KesselsKramer.

“Christian is a critical thinker and strategic problem solver with great writing skills. Besides being an honest and caring person.” Corinne Genestay, Independent Creative Strategist.

"Christian has the ability to think of new ideas, improve ideas and word them in the most witty/clever/fun and surprising way."  Karel De Mulder, Partner, AIR.

"The only person I know who has been asked not to bring so many ideas to the table. They literally pour out of him. All of them brilliant, different, and very on brand." Andrew Forrest, Creative Director, Ogilvy.

"Imitation is the sincerest form of flattery? Bollocks! What about jealousy? I've been jealous of Christian's work since forever. And rightly so." Ross Fowler, Freelance Creative Director.

Could You
Change The Ending?


Strategy, Copy & Illustration Since Forever

︎ Information



Project. happyhappyjoyjoy is a fusion restaurant started by a TV chef and one of the world's leading interior architects. I helped by working on a brand book that also acts as an invitation to potential investors. 

My Role. Copywriting, editing, brand definition/development (e.g. tone of voice). 



Extract. From the happyhappyjoyjoy brand book.

Happy Means Starting Something New.

Hello/Nǐ hǎo.

This is an invitation on a journey.

Like your first backpacking trip, the journey will be one of discovery. Unlike your first backpacking trip, you get to shower.

The invitation is to join us by opening your very own branch of happyhappyjoyjoy, a restaurant serving the very finest Asian street food.

Of course, it’s wise to know what you’re getting yourself into. As Confucius said, "In business, the path to success is knowledge."

Actually, he didn't say that. We did.

But it sounds about right, which is why this book forms a brief introduction to our brand. Whatever you decide, know this: join our franchise, and we'll ensure a version of happyhappyjoy to fit your needs, whether that means filling five hundred meters atop a hotel, or five meters next to a train station. Luxury restaurant or street cart: it's all good.   

Let's tuck in/Sihk faahn.