Benjamin Aryanto | Grimm & Company

Benjamin Aryanto is the founder of Grimm & Company, a branding and marketing agency that specialises in helping F&B and lifestyle brands stand out from the crowd. Having launched his agency in the midst of the COVID-19 pandemic, he faced an uphill battle as businesses prioritised survival over marketing. Fast forward, Benjamin's unwavering determination and unique approach to branding and marketing soon caught the attention of clients.

1. What's your story?

Greetings, strangers!

I'm Benjamin Aryanto. My life's happiness is centred around cooking and indulging in good food, enjoying a tipple or two (probably more) in the good company of family/friends, great music, and vibes. Also, unfortunately, I'm a football head who loyally supports Manchester United.

(Before you start to ask why this fella sounds like he's writing a dating profile, please continue to read.) I'm fortunate enough to have ventured into a business around what makes me happy. I run Grimm & Company - a branding and marketing creative agency for F&B and lifestyle brands, started back in 2020.

2. What’s the most satisfying part about what you do?

As a collective, it's the euphoria we feel whenever we reach a 'Eureka' moment after creating something special for our client's project—be it the perfect logo design, a captivating photo, a compelling brand story angle, or novel brand experience ideas we conjure to help differentiate our clients in the market. It's these moments of creativity, further amplified by the sparkle in our client's eyes, that serve as our standing ovation.

As a leader, the satisfaction deepens when I help my team members realise these moments individually, empowering them to feel confident and appreciated.

3. What’s been the biggest challenge you’ve faced and how did you move forward?

My biggest challenge arose in March 2020, when I left my media job to start a marketing & branding agency specialising in F&B, coinciding with the government's circuit breaker announcement. The initial six months were tough as F&B clients prioritised staying afloat over marketing, making revenue bleak.

I vowed to persevere until the business couldn't function.

To carve a niche amid larger, reputable agencies, we embraced a unique identity as a motley crew of eccentric creatives. Starting with small design requests from smaller businesses, our unconventional approach gradually garnered attention. Existing clients appreciated our work, word spread, and over time, larger local and overseas brands sought our services.

All this was only possible with the unwavering support from my wife, family and friends, who provided invaluable encouragement during the rollercoaster ride of entrepreneurship. Their support was crucial in overcoming the lows and propelling us forward.

4. What's the best piece of business advice you would like to share?
Dare to be the odd one out in a sea of ordinaries. It's often the unconventional ideas that rewrite the rules of the game.

Always foster a supportive culture for your team members to discover their confidence, make mistakes, learn from them, and, lastly, express their creativity and themselves.

5. How has working with Harvest Accounting and using Xero impacted your business / life?

Accounting is the least enjoyable part of being a business owner; I've never liked it and always found it tedious. However, since we started working with Matt and Bryan, they've made my life breezier.

Shoutout to Jacintha, our account manager, who’s as lovely as ever and amazing in what she does.

6. Shameless plug for your business:

Grimm & Company is a motley crew of eccentric creatives who are passionate about crafting unconventionally dope branding and marketing initiatives for F&B and lifestyle brands. We specialise in branding, design, photography, and social media marketing.

Some of our satisfied client-turned-friends (who cover our bar tabs) include JUMBO Group, Song Fa, Fairprice, Kee Wah Hong Kong & Singapore, Neo Group, Chuga Soju, Compendium Spirits, The Golden Duck, Burma Social, Underdog Inn, and more!!

Also, we’re proud to share that we are the very few marketing agencies in Singapore that went viral for the right reasons:

Article 1 - S'pore company creates CNY-themed Uno parody in response to US mahjong tiles debacle

Article 2 - Simi Asian flat croissant? Netizens start putting their own spin on atas names for local food