Parcel Studio Branding: a new cultural engine from Berlin

Based in Berlin, Parcel Studio is built on a global mindset and forward-thinking approach. It draws inspiration from the world’s cultural extremes, seamlessly connecting influences like mukbang YouTubers in Seoul with AI fashion influencers in Los Angeles. This contrast is not a challenge—it’s the foundation. Parcel specializes in navigating these diverse cultural landscapes to create work that feels truly relevant.

The studio was founded by Tomic Lee, a Korean-born creative with over ten years of experience. His career spans some of the most distinctive agencies, including Antoni Berlin, Jung von Matt, and BBDO Hong Kong. His projects range from large-scale global campaigns to experimental ideas created on a shoestring budget—one of which caught the attention of the BBC despite costing only 100 euros.

Tomic is also the mind behind Notforuse, an ongoing creative experiment that explores the edges of branded content, storytelling, and contemporary art. His passion for originality and unexpected collaborations is central to the way Parcel operates.

Parcel Studio Branding: a new cultural engine from Berlin

Based in Berlin, Parcel Studio is built on a global mindset and forward-thinking approach. It draws inspiration from the world’s cultural extremes, seamlessly connecting influences like mukbang YouTubers in Seoul with AI fashion influencers in Los Angeles. This contrast is not a challenge—it’s the foundation. Parcel specializes in navigating these diverse cultural landscapes to create work that feels truly relevant.

The studio was founded by Tomic Lee, a Korean-born creative with over ten years of experience. His career spans some of the most distinctive agencies, including Antoni Berlin, Jung von Matt, and BBDO Hong Kong. His projects range from large-scale global campaigns to experimental ideas created on a shoestring budget—one of which caught the attention of the BBC despite costing only 100 euros.

Tomic is also the mind behind Notforuse, an ongoing creative experiment that explores the edges of branded content, storytelling, and contemporary art. His passion for originality and unexpected collaborations is central to the way Parcel operates.