Brand Story:
The Sub-Zero Evolution

The visual identity focuses on expressing “Clarity and Modernity.” While preserving the signature sky-blue foundation, we reconstructed the iceberg through a modern, geometric lens.

Every touchpoint—from the physical sensation of the condensation-slicked can to the subtle hop aroma released upon opening—is designed to amplify the “0°C Ice-Brewed” signature.

The color palette was elevated with an “Arctic Spectrum”—using snow white, powder blue, and deep navy to echo the shimmering light of the pale amber lager when served ice-cold. We introduced reflective silver accents to mimic the clean texture of ice-filtration, utilizing negative space to create a multi-layered, translucent effect.

Brand Story:
The Art of Seed-to-Table Innovation

Discovery｜Project Discovery & Brand Insight
The branding and strategic evolution of SEED by Farmacy began with a deep exploration of how to translate Farmacy’s technological DNA into a premium culinary identity. While Farmacy established itself as a leader in green technology through smart mobile farms, its original visual identity was primarily functional and lacked the sensory appeal necessary for a high-end dining brand. Our primary challenge lay in maintaining this “Green Tech” professional image while simultaneously projecting an appetizing and delicious persona. We discovered through our research that while the audience highly valued sustainability, they were ultimately drawn to the “freshness” and “human touch” of the food. Therefore, the insight for this project was to position the brand at the intersection of innovative technology and lifestyle aesthetics, effectively breaking the stereotype that technology in food is inherently cold or clinical.

Strategy｜Design Strategy & Creative Narrative
The design strategy focused on the narrative of “Seed to Table,” aiming to bridge the gap between cold green technology and the warmth of a modern European bistro. To achieve this, the color palette was shifted to a sophisticated pairing of silver and vibrant green. The silver represents the sleek, futuristic essence of the Smart Farm Lab and Farmacy’s green-tech origins, while the green symbolizes the vitality of fresh herbs and the unique flavor advantages of on-site harvesting. This narrative ensures that the brand remains rooted in technology while emphasizing the sensory delight of fresh produce. By positioning the “Mobile Farm” as a core USP (Unique Selling Point), the strategy successfully framed SEED as the ultimate destination where innovation directly enhances the quality of every bite.

Identity｜Visual Identity & Aesthetic Craftsmanship
Aesthetic craftsmanship took center stage in the development of the visual identity. The letter “E” in the SEED logo was meticulously designed to serve as a microcosm of the mobile farm, symbolizing sustainability and the distinct advantage of ultra-fresh herb cultivation. Both uppercase “E” and lowercase “e” serve as the primary typographic building blocks for the brand’s visual language, arranged into modern, rhythmic patterns that define the brand’s stationery and collateral. To balance the inherent coldness of technology, the character of “Mr. Seed” was introduced—a whimsical, relaxed herb figure that injects humor and a human touch into the identity. The key visual features a classic Italian “mamma mia” hand gesture holding Mr. Seed, a witty and memorable fusion of traditional culinary passion and modern herb-centric innovation.

Rollout｜Implementation & Brand Experience
The branding experience is rolled out through a series of touchpoints that emphasize a relaxed, trendy, and lifestyle-oriented atmosphere. The menu is presented in a magazine-style format, projecting a sense of casual elegance and fashion that invites diners to engage with the brand’s story. Mr. Seed is a ubiquitous presence throughout the restaurant, appearing on packaging and collateral to playfully remind guests of the fresh ingredients accompanying every dish. This experience is anchored by the restaurant’s authentic heart: a specialized pizza oven imported from Italy that produces traditional, high-quality flavors. By pairing every hand-crafted dish with herbs grown just steps away in the Farmacy lab, the rollout successfully created a stable brand image that has attracted a loyal fan base and generated immense positive feedback, effectively merging green tech with the local community.

The letter “E” in the SEED logo was designed as a microcosm of a mobile farm, symbolizing both sustainability and the peak freshness of on-site harvesting. This typographic element, alongside the lowercase “e,” serves as a recurring visual motif used in modern typographic patterns that define the brand’s visual language.

To balance the technological precision, we introduced “Mr. Seed”—a whimsical, hand-drawn herb character that brings a relaxed, approachable atmosphere to the brand. The primary visual combines a classic Italian “mamma mia” hand gesture with Mr. Seed, creating a witty and memorable fusion of traditional culinary passion and cutting-edge farming.

The rollout and brand experience were designed to emphasize leisure, fashion, and authentic craftsmanship. Mr. Seed appears ubiquitously across various touchpoints, from packaging to interior decor, acting as a lighthearted reminder of the fresh ingredients accompanying every dish.

This strategic pairing creates a visual synergy between “Green Tech” and “Fresh Flavors.” By framing the “mobile farm” as a unique selling point, the narrative ensures that the technology is seen as an enabler of quality, transforming an abstract environmental concept into a tangible, trendy, and premium urban dining attitude that resonates with the modern, eco-conscious consumer.

What we did:
Brand Positioning, Naming, Brand Story, logo Design, Visual Identity, Package Design

Packaging Story:
Artistry in Bloom: Step into the Whimsical “Tasting Garden” of PIN Cookies.

Company Background & Project Mission
PIN Cookies is founded on a seamless blend of unbridled passion and professional expertise. As an award-winning cookie brand for consecutive years, it takes immense pride in every creation—each handcrafted fresh and packaged daily in Hong Kong to ensure the purest artisanal warmth in every bite. Every product is a testament to the art of artisanal baking, handcrafted fresh and packaged daily right here in Hong Kong. As a brand, PIN Cookies embodies the city’s unique cultural DNA—a bold, innovative, and distinctive fusion of East and West. Our mission is to transform our fusion cookies into an iconic hallmark of quality, specifically designed to capture the premium gifting and souvenir market. By marrying traditional craftsmanship with contemporary flair, we aim to redefine the gifting experience for those who seek something truly extraordinary.

Discovery｜Project Discovery & Brand Insight The foundation of PIN Cookies is built upon a seamless blend of unbridled passion and professional expertise in the art of artisanal baking. As a home-grown Hong Kong brand, PIN Cookies embodies the city’s unique cultural DNA—a bold, innovative, and distinctive fusion of East and West. Every product is handcrafted fresh and packaged daily in Hong Kong to ensure the purest quality. During the discovery phase, our mission was clearly defined: to transform these premium treats into an iconic hallmark of quality, specifically designed to capture the high-end gifting and souvenir market while breaking the conventional mold of traditional gift packaging.

Strategy｜Design Strategy & Creative Narrative To redefine the high-end gifting experience, our strategy centered on the whimsical “Cookies Tasting Garden” theme. The core concept involves a modern reinterpretation of a traditional Chinese garden, reimagined as a surreal and narrative landscape. We opted for a strategic departure from conservative aesthetics, choosing an audacious color palette of deep regal purple and shocking pink. This high-fashion contrast was designed to create a visual impact that stands out in the competitive luxury market, perfectly encapsulating the brand’s core values of innovation and cultural fusion.

Identity｜Visual Identity & Aesthetic Craftsmanship The visual identity is brought to life through narrative illustrations that bridge the gap between tradition and modernity. At the heart of the design is a mythical Phoenix, depicted as a refined scholar sipping tea while savoring award-winning cookies. This fantasy garden is intricately woven with auspicious motifs, including orchids, peonies, traditional coin-patterned windows, and elegant fans. The choice of an octagonal silhouette—symbolizing “Fullness and Wealth”—elevates the packaging into a luxury keepsake. Enhanced by exquisite gold foil stamping and meticulous craftsmanship, the identity reflects the premium nature of the artisanal products within.

Rollout｜Implementation & Brand Experience The final rollout focuses on extending the brand experience far beyond the initial purchase. We curated a precise interior arrangement to ensure that every opening of the box is a display of compositional beauty. To ensure a sustainable brand narrative, we gave the packaging a “second life” by hiding unique patterns at the bottom of the box, turning the consumption process into a journey of discovery. This attention to detail encourages recipients to repurpose the gift box as a decorative organizer or jewelry holder, ensuring that the PIN Cookies aesthetic continues to grace the consumer’s home long after the treats are gone, successfully redefining the high-end Hong Kong souvenir market.

A Fusion of Cultures Central to the illustration is a mythical Phoenix—depicted not just as a symbol of grace, but as a refined scholar of the garden. Gracefully holding a teacup, it sips fine tea while leisurely savoring our award-winning cookies and palmiers.

The craftsmanship is further enhanced by exquisite gold foil stamping and meticulous box-making, mirroring the premium quality of the treats within. Inside, the arrangement of the cookies and palmiers has been precisely curated to ensure that every opening of the box is a display of ultimate compositional beauty.

What we did: Package Design

Package design for PIN Cookies Cookie Palmier Duets Gift Box
Client/Project: PIN Cookies
Creative Director: Vince Cheung
Design and Illustration: Catherine Yuen
Photography: Justin Tsao

Brand Story:
The Essence of Cantonese Cuisine and the Radiance of Jade — A Fusion of Oriental Beauty

Brand Background:
Inheriting Glory, Opening a New Chapter
The rebranding of Lai Ching Heen represents a deliberate cultural homecoming. As the hotel transitioned back to its original name, Regent Hong Kong, the restaurant formerly known as Yan Toh Heen officially reclaimed its historical title, symbolizing a return to its roots while sustaining its prestigious status as one of the world’s finest Cantonese dining destinations. The core challenge during this transition was to modernize the brand’s image while seamlessly preserving its original spirit, style, and cultural heritage. This was more than a mere rebranding; it was a profound exploration of Cantonese cultural treasures. In a highly competitive luxury dining market, Lai Ching Heen carries the mission of elevating Hong Kong’s culinary culture onto the international stage, showcasing a more sophisticated and refined style through this comprehensive brand evolution.

Brand Design Concept: A Sensory Fusion of Jade Inspiration and Exquisite Craftsmanship
The branding design of Lai Ching Heen draws inspiration from the jade elements found within its interior, masterfully paired with the breathtaking views of Victoria Harbour. The brand logo was developed around traditional Chinese calligraphy, with a master calligrapher invited to hand-render the characters. The design team integrated elements of “sea waves” and “jade” into the calligraphy, showcasing an artistic beauty that blends tradition with modernity. To create the ultimate brand experience, the branding design achieves high visual unity across all touchpoints—from the spatial layout to the finest details of tableware and signage. To bring the vision to life, various intricate production techniques were employed, such as using elegantly textured fabrics for menu covers and crafting jade-like signage with a warm, lustrous finish.

The package design further emphasizes this meticulous attention to detail, sourcing from traditional culture while adopting modern arrangements. Across all brand applications and package design, there is a particular emphasis on the artistic use of “negative space,” allowing every object, from gift boxes to menus, to be displayed with the quiet poise of a piece of art. A highlight of the package design is found in the tea canisters, which feature exquisite 3D double-fish embossing. This visual identity deeply inherits the iconic jade plate element used by the restaurant for over thirty years, transforming the “double fish” symbol—representing happiness and prosperity—into the brand’s core totem. This strategy creates a 360-degree sensory feast, allowing guests to experience the brand’s profound cultural narrative and the warmth of its craftsmanship.

The brand logo was developed around traditional Chinese calligraphy, with a master calligrapher invited to hand-render the characters. The design team integrated elements of “sea waves” and “jade” into the calligraphy, showcasing an artistic beauty that blends tradition with modernity.

This visual identity deeply inherits the iconic jade plate element used by the restaurant for over thirty years, transforming the “double fish” symbol—representing happiness and prosperity—into the brand’s core totem.

To bring the vision to life, various intricate production techniques were employed, such as using elegantly textured fabrics for menu covers and crafting jade-like signage with a warm, lustrous finish.

The package design further emphasizes this meticulous attention to detail, sourcing from traditional culture while adopting modern arrangements. Across all brand applications and package design, there is a particular emphasis on the artistic use of “negative space,” allowing every object, from gift boxes to menus, to be displayed with the quiet poise of a piece of art.

What we did:
Brand Positioning, Brand Story, Logo Design, Visual Identity, Package Design

Branding, Package design for Lai Ching Heen 麗晶軒
Client/Project: Regent Hotel Hong Kong
Creative Director: Vince Cheung
Design and Illustration: Kaman Kan
Photography: Regent Hotel Hong Kong, Justin Tsao
Calligraphy: Helen Li

Strategy and Results: Cultural Inheritance and International Glory
The transformation of Lai Ching Heen has achieved remarkable success, tightly linking tradition with modernity and the local with the international. By strengthening visual elements through professional branding design, the restaurant has successfully resonated with global travelers who cherish Chinese culture. Lai Ching Heen has not only carried forward its cultural image but has also reclaimed prestigious honors after its rebranding, including two Michelin stars, two diamonds from the Black Pearl Restaurant Guide, and a place on the LA LISTE of the world’s best restaurants. These achievements prove that through strategic branding design and thoughtful package design, Lai Ching Heen has successfully promoted the core values of exquisite Cantonese cuisine to every corner of the globe.

Brand Background
KNOCKBO°X Coffee Company is a pioneering brand in Hong Kong’s specialty coffee scene, widely recognized as one of the key forces behind the city’s third-wave coffee movement. The brand is best known for its flagship store on Hak Po Street in Mong Kok. KNOCKBO°X focuses on single-origin, traceable, high-quality beans and champions competition-level brewing techniques. Through close collaborations with international initiatives like “Project Origin,” the brand sources directly from farms and is deeply involved in every step from crop to cup, reflecting a steadfast commitment to coffee quality, producer welfare, and barista education. Today, KNOCKBO°X is not just a café and roaster but also a vital hub for advancing local coffee culture through workshops and wholesale programs.

Packaging Design Concept
The packaging design concept for KNOCKBO°X coffee capsules is deeply rooted in the brand’s core identity as an “explorer and guide,” transforming the package into a modern, sensory compass. This design aims to transcend the limitations of traditional capsule packaging, conveying the artistry and exploratory joy of specialty coffee through a highly aesthetic visual and tactile experience. At its heart is a precisely cut “needle”-shaped window, which is not only a direct visual representation of the brand’s iconic compass but also a functional, dynamic interface. The interchangeable origin information cards beneath this window act like the compass’s markings, allowing each capsule variant to tell the unique story of its provenance. The illustrations and color palette draw direct inspiration from the Coffee Taster’s Flavor Wheel, transforming the abstract spectrum of taste into an enchanting visual language, enabling consumers to embark on an imaginative journey of flavor even before brewing.

The decision to incorporate swappable information cards stems from a profound consideration for the consumer experience. The designers sought to break away from the convention of disposable packaging. The act of changing the card when switching coffee varieties allows consumers to personally “calibrate” their own flavor compass, creating an interactive ritual. Each origin illustration on the cards is meticulously crafted by the designers, with hues inspired directly by the Flavor Wheel, turning abstract taste notes into an intuitive visual narrative that sparks anticipation.

The material selection showcases an obsession with detail. The outer sleeve utilizes specialty paper with a subtle, textured finish, giving the package a substantial and premium feel in hand. Metallic silver printing catches the light to reveal a soft, lustrous sheen reminiscent of antique instruments. This understated yet refined material treatment sends a clear message: even within the convenience-oriented capsule format, KNOCKBO°X refuses to compromise on its standards of quality and aesthetics. This tactile luxury distinctly separates KNOCKBO°X capsules from mainstream commercial brands, directly aligning with its positioning in the premium specialty market. The overall layout employs a modern, minimalist, and architectural composition. Clean lines and geometric segmentation ensure the packaging stands out instantly on retail shelves, communicating the brand’s professional, pure, and contemporary style.

This packaging strategy aligns precisely with market demands. It caters to the modern consumer’s desire for convenience while simultaneously satisfying their craving for product traceability, artistic beauty, and emotional connection through deep design storytelling. The modular design system allows the brand to nimbly launch seasonal and limited-edition products, creating collectible value and sustained novelty that effectively drives repeat purchases and community sharing. Ultimately, this packaging acts as a bridge, elegantly and powerfully conveying KNOCKBO°X’s profound coffee philosophy to a broader audience of enthusiasts, elevating the daily capsule moment into a global voyage of taste discovery.

The interchangeable origin information cards beneath this window act like the compass’s markings, allowing each capsule variant to tell the unique story of its provenance.

Metallic silver printing catches the light to reveal a soft, lustrous sheen reminiscent of antique instruments.

This tactile luxury distinctly separates KNOCKBO°X capsules from mainstream commercial brands, directly aligning with its positioning in the premium specialty market.

What we did:
Package Design

Result
The KNOCKBO°X coffee capsule packaging successfully distills the brand’s spirit of exploration and artisan soul into a compact form. It is more than a protective container; it is a powerful brand touchpoint that reinforces a premium market position through exceptional design aesthetics and deepens the consumer’s connection to the story behind each cup through interactive design elements. This design has carved out a distinct and differentiated identity within a competitive market, serving as the perfect medium to connect the brand’s core values with a new generation of coffee lovers.

Awards
-Featured in Behance Packaging Design Curated Gallery – Recognized by the Adobe editorial team for excellence in packaging. — linkage
-Featured in Inspiration Grid online magazine — linkage

To create a distinctive souvenir packaging series that embodies the harmonious fusion of Manen’s lunar heritage and Hong Kong’s vibrant nightscape, establishing a new benchmark for premium souvenirs through innovative structural design and sophisticated craftsmanship.

Company Profile
Manen is an esteemed pastry brand originating from Singapore, founded by Master Pastry Chef Chen Yueping. With a career spanning over four decades, Chef Chen has earned global recognition for his exceptional skills, having served as the executive pastry chef at renowned hotels in Singapore and Hong Kong, and even crafting desserts for the Danish royal family. Since 1995, he has been operating a beloved pastry shop in Singapore, and now brings his award-winning creations—especially his signature almond cookies—to Hong Kong.

Design theme: Crimson Harbour · Moonlight Elegance
The newly launched Manen Hong Kong Souvenir Series packaging design draws its core inspiration from the dazzling nightscape of Victoria Harbour, seamlessly blending the brand’s signature lunar aesthetic with Hong Kong’s unique urban landscape. Departing from conventional souvenir packaging that typically features daytime landmarks or literal patterns, this series’ packaging design specifically chooses the enchanting night view of Victoria Harbour as its creative foundation. The packaging design captures the signature skyline of towering architectures, the shimmering urban lights, and the sparkling water reflections in layered blue tones, showcasing the boundless energy and innovative spirit of this international metropolis through innovative packaging.

In terms of printing craftsmanship, we employ ultra-fine line work to precisely outline Hong Kong’s iconic architectural silhouettes. Through multi-level gold foil stamping and UV embossing techniques, we recreate the radiant texture of city lights and the dimensional layers of building structures. Specially selected premium paper stocks with delicate textures allow customers to feel Manen’s commitment to quality through their fingertips during the unboxing experience. The color combination of deep blue background and brilliant gold lines not only continues the brand’s classic royal blue DNA but also demonstrates our pride and admiration for Hong Kong’s night scenery.

This is not just a delicious souvenir, but also our profound tribute to the captivating charm of Hong Kong’s night view. Through this series, we aim to make each cookie tin carrying the city’s light and shadow become a portable memory of Hong Kong for tourists, while also enabling local consumers to rediscover the astonishing beauty of the city after dark. From a market strategy perspective, this design not only meets the consumption trends of new-generation tourists seeking distinctive cultural and creative products but also helps Manen stand out in the competitive souvenir market, further consolidating the brand’s iconic status in Hong Kong.

The packaging design captures the signature skyline of towering architectures, the shimmering urban lights, and the sparkling water reflections in layered blue tones, showcasing the boundless energy and innovative spirit of this international metropolis through innovative packaging.

Through multi-level gold foil stamping and UV embossing techniques, the packaging recreates the radiant texture of city lights and the dimensional layers of building structures.

What we did:
Package Design

Brand Story:
The Baker’s Moon Infusing Royal Craft into Every Creation.

Our branding design goal was to establish Manen as a household name that Hong Kong can be proud of. Through a comprehensive design strategy, we translated the master baker’s exceptional craftsmanship and the brand’s royal heritage into every detail—from naming to spatial design—forging a modern yet timeless pastry brand.

Company Profile
Manen is an esteemed pastry brand originating from Singapore, founded by Master Pastry Chef Chen Yueping. With a career spanning over four decades, Chef Chen has earned global recognition for his exceptional skills, having served as the executive pastry chef at renowned hotels in Singapore and Hong Kong, and even crafting desserts for the Danish royal family. Since 1995, he has been operating a beloved pastry shop in Singapore, and now brings his award-winning creations—especially his signature almond cookies—to Hong Kong.

Brand Naming: Månen
When introducing the brand to Hong Kong, the VINCDESIGN team sought a name that reflected both Chef Chen’s name “月” (meaning “moon”) and his royal Danish connection. The name “Månen”—Danish for “the moon”—was chosen. It embodies elegance, heritage, and uniqueness, helping the brand quickly establish a distinctive identity in the competitive market.

Brand Story: Where Royal Legacy Meets Lunar Magic
Steeped in a rich heritage of pastry excellence, Manen’s journey begins with our master baker, Chef Chen Yueping. With over four decades of dedication, Chef Chen has honed his craft in renowned hotels from Singapore to Hong Kong and earned the distinguished honor of serving the Danish royal family. This royal accolade, combined with the meaning of his name “月” (moon), inspired our identity. “Månen,” the Danish word for “the moon,” perfectly captures our essence: a brand of celestial quality, timeless elegance, and universal appeal. Each Manen cookie is more than a treat; it is a continuation of this storied legacy—a royal creation designed to bring a moment of wonder and indulgence to everyday life, much like the moon illuminates the night sky.

Brand Identity & Design Vision
At the heart of our brand identity design lies a ambition to create a brand that Hong Kong can be proud of—a name that resonates with families and corporate gifting alike. Our comprehensive approach encompasses naming, logo design, visual identity, packaging design, and retail interior design, all working in harmony to tell a compelling story.

Our logo design is a symbolic masterpiece, artfully combining a crescent moon, a chef’s hat, and a crown. This trifecta represents our core pillars: the lunar inspiration drawn from our name, the unparalleled craftsmanship of our master baker, and the prestigious royal endorsement from Denmark.

The branding design extends into a sophisticated visual language. We chose a regal palette of Royal Blue, reflecting the night sky and our royal connection, accented with gold to signify luxury, quality, and the warmth of freshly baked goods. Our pattern design is a fusion of geometric precision and traditional motifs, creating a strong visual impact that appeals to modern sensibilities while respecting artisanal traditions.

In our packaging design, every detail is meticulously considered to reflect our commitment to quality. We employ premium techniques such as embossed stamping on aluminium tins, intricate gold foil hot stamping, and beautifully illustrated cards with a lunar texture. These elements transform each package into a collectible item, ensuring an unboxing experience as delightful as the cookies themselves.

Finally, our store design and interior design philosophy focus on creating a balanced and immersive environment. The space is crafted to feel both elevated and welcoming, using a blend of modern materials and warm, inviting textures. This thoughtful spatial design allows customers to step into Manen’s world—a place where high-end pastry art is accessible to all, solidifying our vision to become a true household name.

Manen logo design is a symbolic masterpiece, artfully combining a crescent moon, a chef’s hat, and a crown.

The branding design extends into a sophisticated visual language. We chose a regal palette of Royal Blue, reflecting the night sky and our royal connection, accented with gold to signify luxury, quality, and the warmth of freshly baked goods.

The brand pattern design is a fusion of geometric precision and traditional motifs, creating a strong visual impact that appeals to modern sensibilities while respecting artisanal traditions.

We employ premium techniques such as embossed stamping on aluminium tins, intricate gold foil hot stamping, and beautifully illustrated cards with a lunar texture.

The space is crafted to feel both elevated and welcoming, using a blend of modern materials and warm, inviting textures.

What we did:
Brand Positioning, Naming, Brand Story, logo Design, Visual Identity, Package Design, Interior Design

Result:
Since its establishment, Manen has swiftly gained remarkable market recognition with its exceptional royal quality and distinctive brand charm. We are honored to have established partnerships with leading corporations such as the New World Group and K11, becoming their designated corporate gift supplier and delivering our moonlit sweet delights to a broader audience. With thriving business development, our store network has successfully expanded within the year, bringing this exquisite baking art closer to every corner of Hong Kong. As market sales continuously rise and word-of-mouth praise spreads, we have attracted numerous collaboration opportunities from diverse sectors, jointly exploring new possibilities in premium pastry art. Today, Manen has steadily grown into a highly respected and well-known Hong Kong pastry shop, fulfilling our commitment to becoming a household brand.

Brand Story:
Young Master Grand: Future of Tradition

Background
Young Master Brewery is a Hong Kong-based brewery that opened in December 2013 in the Ap Lei Chau neighbourhood. It quickly outgrew its original space and relocated to Wong Chuk Hang in August 2016.

With the goal of creating and fostering a world-class, locally rooted craft beer culture in Asia, Young Master soon established themselves as a leader in the Asian craft beer scene. As one of Asia’s highest-rated and most-awarded craft brewery, Young Master prioritises using premium brewing techniques and ingredients along with creating original concepts and unique bold flavours.

Young Master beers have been found in iconic hotels such as Mandarin Oriental and Shangri-La, prestigious private clubs, specialist bars, trendy restaurants, gourmet stores and supermarkets, and at beer events all around the world.

Brand Concept
The branding design for Young Master Grand is a visual love letter to Hong Kong. It artfully combines the city’s nostalgic charm with modern aesthetics, creating a packaging identity that is timeless, distinctive, and undeniably iconic.

Inspiration from Hong Kong’s Culture
The design draws heavily from Hong Kong’s iconic street culture, incorporating vintage street signs, neon-style lettering, and typography inspired by classic Hong Kong cinema. These elements evoke a sense of nostalgia for older generations while offering younger audiences and international consumers a glimpse into Hong Kong’s vibrant heritage.

Slogan : 「仲使講咩，少爺大啤！」Future of Tradition
This casual and cheeky slogan perfectly captures the brand’s approachable, fun-loving nature. It’s a rallying cry for Hong Kongers who know what they want—great beer and good times with great company.

Color Palette
The carefully chosen colors of red, black, and silver serve dual purposes:
Distinction: These bold, dynamic shades ensure Young Master Grand stands out in a competitive market, catching the eye of potential drinkers.
Cultural Significance: The palette reflects the spirited identity of Hong Kong, symbolizing energy, sophistication, and modernity.

Typography and Visuals
Bold, impactful typography ensures the brand remains memorable across retail environments. The typeface, influenced by Hong Kong’s cinematic golden age, conveys the beer’s crisp, refreshing flavor while embodying the brewery’s passionate and creative approach.

Modern Packaging with Heritage Appeal
The packaging for Young Master Grand beautifully balances Hong Kong’s cultural heritage with modern design, creating an impactful and timeless brand presence. This fusion of tradition and innovation positions Young Master Grand as both a nostalgic homage to the past and a forward-looking expression of contemporary craft.

Drawing inspiration from Hong Kong’s iconic street culture, the design incorporates vintage street signs, neon-style lettering, and typography reminiscent of classic Hong Kong cinema. These elements evoke authenticity and nostalgia, appealing to both locals who treasure their heritage and international audiences eager to explore the city’s unique culture.

A striking colour palette of red, black, and silver reinforces the brand’s bold identity while ensuring it stands out in a competitive market. These vibrant colours embody Young Master’s spirited attitude and mirror the energy of Hong Kong itself. The bold typography complements this palette, leaving a strong impression and effectively communicating the beer’s fresh, crisp flavour and the brewery’s dedication to craft and community.

The branding design for Young Master Grand is a visual love letter to Hong Kong. It artfully combines the city’s nostalgic charm with modern aesthetics, creating a packaging identity that is timeless, distinctive, and undeniably iconic.

Young Master Grand is a bold, iconic Hong Kong beer that blends tradition with innovation to captivate new generations and celebrate its local heritage.

The bold, impactful typography complements the striking colour palette, leaving a lasting impression on consumers and ensuring a distinctive brand presence across various retail environments.

What we did:
Brand Positioning, Brand Story, logo Design, Photo Art Direction, Visual Idenlity, Package Design

Results
The brand packaging effectively captures and reinforces Young Master’s identity, positioning Young Master Grand as both iconic and trendy. The design places Hong Kong’s rich heritage at the forefront, appealing to new generations of beer drinkers with its bold, timeless, and modern aesthetic, while also resonating with older generations by evoking nostalgia and a deep sense of pride in their cultural heritage.

Brand Story:
B for Bakery; B for Bread; B for Better!

Background
Hashtag B is a local bakery brand that redefines Hong Kong-style baking.

Hashtag B reinterprets Hong Kong-style baking from a fresh perspective, focusing on innovation and developing a diverse range of bread flavors for the public to choose from. The brand prioritizes health by carefully selecting natural ingredients, ensuring that the bread is low in sugar and salt, and free from artificial colors and preservatives. With a commitment to handmade quality, customers can enjoy freshly baked bread every day.

The name Hashtag B carries multiple meanings, with B standing for Bakery, Better, Bread, and Believe, among others. We believe that B represents endless possibilities, aligning with our brand concept. Through continuous innovation, we redefine Hong Kong-style baking, offering a rich variety of bread choices to ensure that every day is filled with freshness and delight.

Design Solution
B for Bakery; B for Bread; B for Better!
Hashtag B is more than a brand name, it also carries the brand’s high hopes for Hong Kong-Style baking. The brand’s Super Graphics feature a quirky gentleman named Mr. B, who embodies the brand’s promise of using high-quality natural ingredients and handcrafting their baked goods daily. Mr. B is brought to life with his signature top hat, while the sparkles in his eyes symbolize Hashtag B’s creativity and dedication to fusing local flavors and delights.

The Super Graphics also feature a Hashtag Wall, which highlights the Hong Kong trend of using hashtags. This design element adds an aesthetic touch to the brand and reinforces its theme of innovation and modernity. These design elements combine to create an energetic and reliable profile for Hashtag B.

The brand’s logo features a clean and simple design with the letter “B” as the main focus. The tagline “#TasteBetter” is written underneath in bold sans-serif font that is easily recognizable. The use of color in the logo symbolizes warmth and excitement, which are essential elements for a Hashtag B bakery brand.

One unique aspect of Hashtag B’s branding design is its use of social media to connect with customers. The brand has a strong online presence and regularly updates its social media pages with new products, events, and promotions. This approach allows the brand to engage with customers in real-time and build a loyal following. Hashtag B also uses hashtags on its social media posts to encourage customers to share their experiences and engage with the brand.

Hashtag B’s branding design extends beyond its digital presence to its physical storefronts. Each location across Hong Kong features the brand’s Super Graphics and unique design elements. The storefronts are designed to be warm and inviting, with a modern and minimalist aesthetic that reflects the brand’s commitment to innovation.

The success of Hashtag B’s branding design is evident in its popularity among Hong Kong locals and tourists. The brand has managed to stand out in a competitive market by staying true to its philosophy of using organic ingredients and handcrafting its baked goods daily. Hashtag B’s commitment to innovation and modernity is reflected in its branding design, which has helped the brand build a loyal following and establish itself as a leader in Hong Kong’s baking scene. Altogether, VINCDESIGN’s inspirations complete an energetic and reliable profile for Hashtag B.

“Mr. B is brought to life with his signature top hat,while the sparkles in his eyes symbolize Hashtag B’s creativity and dedication to fusing local flavors and delights.”

“The storefronts are designed to be warm and inviting, with a modern and minimalist aesthetic that reflects the brand’s commitment to innovation.”

Result
Hashtag B, launched in 2022, has seen immense popularity, attracting long queues of eager customers each day for their unique baked goods.

In just two years, the bakery has expanded to four locations across Hong Kong—Causeway Bay, Tsim Sha Tsui, Quarry Bay, and Tseung Kwan O.

Hashtag B successfully established a unique brand image that resonates deeply with Hong Kong’s local community through a friendly mascot, trendy and unique design elements, and a clean aesthetic design that highlights their commitment to innovation and quality baked goods.

In addition to their local popularity, Hashtag B has also successfully expanded their brand image across Asia, capturing the attention and receiving love from tourists visiting from Mainland China, Japan, Taiwan, Korea, and Thailand.

商標 | 品牌設計 | 香港 | 香港設計 | 視覺形象 | 包裝 | 包裝設計
logo | branding | design | hong kong | hong kong designer | VI | visual identity | vincdesign | package | package design

The success of VINCDESIGN’s approach to the #B Hong Kong bakery brand design is evident in its ability to create a distinctive and memorable identity. The careful consideration of every aspect, from the brand story to the visual elements, has cemented Hashtag B’s position in the competitive Hong Kong bakery scene. The unique character of Mr. B, coupled with the innovative Hashtag Wall, forms a compelling narrative that resonates with consumers. This thoughtful bakery brand design strategy has been instrumental in Hashtag B’s rapid expansion and popularity.

Further elaborating on the brand’s identity, the strategic use of the name Hashtag B Hong Kong is a key element of its marketing success. The name itself is designed to be highly searchable and shareable, leveraging the prevalent use of hashtags in modern communication. This focus on digital engagement is also reflected in the distinctive Hashtag B logo, which features a clean “B” with the impactful tagline “#TasteBetter.” This simple yet effective design is easily recognisable and reinforces the brand’s commitment to quality and innovation. For those wondering about a specific Hashtag B location, the brand has strategically expanded across key areas in Hong Kong, including Causeway Bay, Tsim Sha Tsui, Quarry Bay, and Tseung Kwan O, making their unique baked goods accessible to a wide audience.

Brand Story:
Where Hot Pot Meets the Spirit of Alcohol Culture!

Background
Bino & Booze offers a new way to experience traditional Hong Kong-style hot pot by putting a modern twist to traditional Hong Kong flavours. The signature soup bases are expertly paired with a selection of fine alcoholic beverages, creating a unique dining adventure where the flavours and aromas evolve as the pot simmers.

Bino N’ Booze branding brings Hong Kong hot pot into the spotlight for a younger crowd by offering an alternative to traditional food stalls (大牌檔) and Cantonese restaurants (酒樓). The venue captures the vibrant energy of local hot pot culture, featuring high-quality, fresh ingredients to enjoy with friends and family as you gather together to eat and drink the night away.

Design Concept
To showcase the fusion of traditional Hong Kong culture with the vibrant spirit of modern Hong Kong, the branding for Bino N’ Booze was thoughtfully crafted to showcase the city’s unique style and aesthetics while capturing the lively energy of youth and gatherings. The colour palette nods to traditional Chinese colours with red as the main colour, embodying the dynamic energy of socializing and the heat of the hot pot, while also representing Hong Kong. The logo is shaped like a classic Hong Kong-style hot pot, while the typography features playful, flowing strokes that playfully mirror the carefree movement of a tipsy person.

A collection of eight Hong Kong-style graphics was created to highlight key elements of a Bino N’ Booze experience: the fiery heat and billowing steam from the hot pot, the joys of gathering together to eat and drink, and the freshness of premium ingredients. These graphics are integrated into the store’s design, featured in Hong Kong-style patterns on tiles and wall panels, and throughout various elements such as menus and business cards. To highlight Bino N’ Booze’s specialty of alcohol paired with food, the décor also includes a feature wall of beer bottles with these graphics printed on, as well as photographs of various dishes paired with specific alcohols such as beer, wine, sake, and more.

For a dynamic experience that appeals to younger patrons, statement décor pieces are designed to be fun, cheeky, and witty. For example, in the bathroom, the lenses of a woman’s glasses are replaced by mirrors, while in the dining area, a beer bottle-shaped mirror featuring the phrase “I’m not drunk” in wavy typography and Hong Kong’s traditional neon lights creates an infinity mirror effect, humorously capturing the blur of drunkenness. This infinity effect continues in the elevators, where the word “gathering” (which phonetically resembles “drunk” in Chinese) repeats endlessly on the walls, adding a playful touch. Other décor pieces feature cheeky slogans designed to add humour and offer a playful nod to Bino N’ Booze’s Chinese name.

The logo is shaped like a classic Hong Kong-style hot pot, while the typography features playful, flowing strokes that playfully mirror the carefree movement of a tipsy person.

A collection of eight Hong Kong-style graphics was created to highlight key elements of a Bino N’ Booze experience.

To highlight Bino N’ Booze’s specialty of alcohol paired with food, the décor also includes a feature wall of beer bottles with these graphics printed on, as well as photographs of various dishes paired with specific alcohols such as beer, wine, sake, and more.

For a dynamic experience that appeals to younger patrons, statement décor pieces are designed to be fun, cheeky, and witty.

What we did:
Brand Positioning, Brand Story, Logo Design, Illustration, Visual Identity,  Namecard Design, Package Design

Results:
Featured by Time Out Hong Kong on their list of best hot pot restaurants in Hong Kong.
https://www.timeout.com/hong-kong/restaurants/hong-kongs-best-hotpot-restaurants

Bino N’ Booze boasts a successful branding strategy that is trendy and youthful, crafting a unique dining experience that revitalizes traditional Hong Kong-style hot pot for a younger audience while still preserving the nostalgic appeal that resonates across generations.

Branding has been applied across all of Bino N’ Booze’s operations. This can be seen in the restaurant through their décor, uniforms, and more, and through their social media and website.