Tannie Nicholas-Tang

Second Helpings was an artisanal food brand I started in Singapore. Its hero product was Beenut Butter, a peanut butter sweetened with wildflower honey instead of sugar, in flavours like Cocovan, Tak-Kiu (Milo, peanuts and sea salt) and Cinnapretz, alongside a line of Sweet Nothings flavoured sugars. It started at market stalls like PasarBella, led the artisanal spread category within three years and expanded into its own physical store. I ran every part of it: product, packaging and identity, marketing, partnerships and distribution.

It was stocked by Tangs, Robinsons, Spa Esprit and The Providore among 50+ retail partners, partnered with DBS, Citibank, LUSH, Deliveroo and Lazada, and was featured in The Straits Times and The Business Times. Alongside it, I held the sole distributorship for Bee's Wrap (US) across Singapore, Thailand, Vietnam, Malaysia and Indonesia for seven years.

• 7years running
• 50+retail partners
• 5countries under distribution

Hive Market was the physical store Second Helpings expanded into after three years of growth. In 2016, Weekender’s round-up of artisanal spreads named it as the place to buy our Tak-Kiu Beenut Butter.

Man & Mage was a premium wellness brand that sat between wellness and fashion. I designed the products, the visual identity and the brand story, and directed the photography and e-commerce.

It expanded into Thailand and Kazakhstan and represented Singapore at the Singapore Tourism Board trade show in Bangkok.

I started in Web3 running the online community for Swapz Crosschain Protocol across Telegram and social media, then founded and led a set of technology communities in Singapore. WEB3WED grew to more than 2,000 members of the local tech scene. WEB223 ran eight interactive workshops across Singapore and Bangkok for 200+ adult learners, sponsored by AWS and Google. BLANKtech's programming was featured in DeCential Media, and the Whitepaper Reading Club gave founders and professionals new to the space a regular place to read and talk.

I also organised Not Your Token, an official Token2049 side event that drew 300+ people in 2024 and ran again at Hong Kong FinTech Week in 2025. I designed the brand identities for WEB223, BLANKtech, Whitepaper Reading Club and Not Your Token.

• 2,000+community members
• 300+at Not Your Token
• 8workshops backed by AWS and Google

Alongside my own brands, I take on consulting work in brand, experience and growth. One recent project was for a wellness resort in Ulaanbaatar, Mongolia.

Over four months I built its wellness offering from scratch: two signature treatments, the service menu, the guest journey from arrival to departure, and an implementation guide for the team, with Mongolian culture woven through each piece.

• 2signature treatments designed
• 4months from brief to handover