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

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 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:
Connecting the world with the future, shaping a growth identity for the next generation of management talents with equal emphasis on vision and impact.

Brand Background
he Department of Management at The Hang Seng University of Hong Kong (HSUHK), under the School of Business, carries forward the prestigious legacy of the former Hang Seng School of Commerce. Since HSUHK’s elevation to university status in 2018, the department has been dedicated to nurturing future business leaders through a blend of theory and practice. To align with its strategic evolution and meet the demands of a rapidly changing global landscape, the department now seeks a new branding design that reflects its commitment to future growth and academic excellence. Currently, the department offers three distinctive programs:

The Bachelor of Business Administration (Honours) in Management provides comprehensive training in management fundamentals, equipping students with core knowledge in organizational behavior, strategic management, and electives in areas such as human resources, banking, finance, and insurance.
The Bachelor of Business Administration (Honours) in Human Resource Management focuses on developing HR professionals, delving into key areas such as talent acquisition, compensation and benefits, and performance evaluation.
The Bachelor of Business Administration (Honours) in Global Business Management cultivates a global perspective, with a focus on international business environments, cross-cultural management, global economics, and trade.

The department regularly organizes industry talks, simulated summits, and professional exchange activities, inviting seasoned practitioners to share real-world insights, ensuring students stay updated with the latest industry trends. Additionally, comprehensive career counseling services are provided to support graduates in entering fields such as human resources, banking and finance, insurance, and international business management, ensuring high competitiveness in the job market. Through these carefully designed programs and activities, the Department of Management offers a high-quality education that blends theory and practice, laying a solid foundation for students’ future careers.

Branding Concept
We developed the new branding identity for the Department of Management at HSUHK around the core strategies of systematization, internationalization, and youthfulness, aiming to create a unified, recognizable, and impactful visual system. The logo centers on the creative element “MGT,” a concise and powerful abbreviation derived from “MANAGEMENT.” This not only clearly reflects the department’s identity but also addresses the issue of the original lengthy and hard-to-remember name, establishing a visual symbol that is easier to communicate and memorize, laying a strong foundation for the department’s future brand development. In terms of color usage, the department has revisited its historical roots, reintroducing the red hue used in its early days as the primary brand color. This choice pays homage to tradition while infusing red with new contemporary meanings—symbolizing vitality, professionalism, and leadership. It also distinctly differentiates the Department of Management from other departments within the university’s visual system, enhancing brand uniqueness and recognition.

The logo design is creatively constructed based on the “MGT” typography, with an outward-expanding form and dynamic, tension-filled lines, symbolizing the discipline’s balance of internal and external cultivation, as well as its dynamic and static qualities. The implicit triangular structure signifies efficiency and development, echoing the critical role of effective leadership and scientific management in organizational growth in modern enterprises. The “T” shape draws inspiration from the Velvet Tams, subtly connecting to the university’s traditions, while the fusion of the “G” with circular elements symbolizes a global vision and the cyclical nature of management dynamics, reflecting an internationalized development direction.

The overall design is minimalist, modern, and globally appealing, ensuring consistent recognition across various media and application scenarios while aligning with international aesthetic trends. This enhances the department’s image and competitiveness in the global education market. The youthful visual language resonates with the emotions and aesthetics of Generation Z, fostering a stronger sense of identity and belonging. The logo encapsulates deep symbolic meaning, reflecting the department’s mission of balancing theory and practice, being rooted in Hong Kong, and embracing a global outlook. It also signifies the department’s commitment to continuous innovation and excellence, further uniting the community and driving sustained growth in brand value.

The logo design is creatively constructed based on the “MGT” typography, with an outward-expanding form and dynamic, tension-filled lines, symbolizing the discipline’s balance of internal and external cultivation, as well as its dynamic and static qualities.

The overall design is minimalist, modern, and globally appealing, ensuring consistent recognition across various media and application scenarios while aligning with international aesthetic trends.

What we did:
Logo Design, Naming, Branding Design

Branding Story:
A CENTURY OF SOUND ECHOING THROUGH TIME AND SPACE

Background
Since 1925, Shure has been a global leader in the field of audio excellence, redefining how the world experiences sound. Founded in Chicago, Shure specializes in designing and manufacturing high-performance microphones, earphones, headphones, and audio electronics trusted by professionals and enthusiasts worldwide. Whether on iconic stages, in recording studios, critical communication settings, or personal listening environments, Shure products are renowned for their unmatched quality, durability, and innovation. For a century, Shure has stayed true to its core mission: to create audio tools that capture and reproduce sound with absolute integrity, fostering connections and creativity across generations and cultures. As our centennial slogan declares: “100 years of extraordinary sound. The story of sound is the story of us.”

Design Concept
The visual branding narrative draws inspiration from the theme: “A CENTURY OF SOUND ECHOING THROUGH TIME AND SPACE.” Soundwaves explode in visual dimensions—bold squares emerge from pressure peaks, resembling a crimson lightning bolt slicing through the haze of a rock concert. The metal grid of the legendary 55SH microphone vibrates, compressing the roars of thousands into timeless acoustic fossils. Diffused circles ripple in violet hues, gradually expanding in the sealed silence of a recording studio. The diaphragm of headphones mirrors the creator’s breathing rhythm, abruptly swelling into a tsunami of soundwaves that engulf massive stages, eventually permeating into conference rooms within concrete jungles. Stable triangles, cast in green light, form an acoustic fortress symbolizing reliability and precision.

The visual design is anchored by three iconic geometric shapes, representing the three acoustic dimensions Shure excels in:
Bold ・ Square : Symbolizes strength and precision, paying tribute to pioneering products like the legendary 55SH “Elvis Mic,” highlighting Shure’s indelible mark on audio history.
Diffuse ・ Circle : Embodies the boundless resonance of soundwaves, reflecting Shure’s seamless integration across recording studios, stages, and office spaces, connecting people through sound.
Stable ・ Triangle : Represents the reliable foundation of engineering, showcasing Shure’s consistent clarity in critical scenarios, building absolute trust in audio quality.

This dynamic graphical system intertwines with iconic product imagery—stage microphones, studio headphones, and conferencing systems—highlighting Shure’s multifaceted applications across performance, creativity, and communication. The vibrant triadic color palette injects modern energy, creating a rhythm that visually echoes the essence of sound’s dynamic tension.

The visual design is anchored by three iconic geometric shapes, representing the three acoustic dimensions Shure excels

Bold ・ Square: Symbolizes strength and precision, paying tribute to pioneering products like the legendary 55SH “Elvis Mic,” highlighting Shure’s indelible mark on audio history

The vibrant triadic color palette injects modern energy, creating a rhythm that visually echoes the essence of sound’s dynamic tension.

Shure’s global branches collectively weave a rich tapestry of cultural expression, celebrating a century of sound-driven resonance that transcends borders

What we did:
Brand Positioning, Brand Story, Visual Identity,  Premium Design

Result:
The visual design extends to themed merchandise, including hoodies, stickers, towels, and tote bags, inviting Hong Kong fans to partake in this centennial celebration. When juxtaposed with creative designs from the United States, Japan, Europe, and other regions, Shure’s global branches collectively weave a rich tapestry of cultural expression, celebrating a century of sound-driven resonance that transcends borders. This perfectly embodies the essence of our slogan: “100 years of extraordinary sound. The story of sound is the story of us.”

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:
ROOAR: Awaken Your Inner Power, Embrace Your True Beauty.

Background
ROOAR, a body care brand, was launched in 2024 in the United Kingdom. The brand emphasizes not only the outer body but also the well-being of both body and soul. Guided by these values, ROOAR specializes in products that are cruelty-free, vegan, and made from natural ingredients.

The brand name captures a bold attitude, where ‘ROOAR’ represents a powerful shout from deep within, symbolizing a time of awakening and self-improvement that fosters a deeper connection with oneself.

Brand Concept
ROOAR uses the distinctive design concept of ‘bodyscape’ branding, where close-up imagery of the human body is artistically depicted in ways that evoke the beauty of landscapes. This concept emphasizes respecting and honoring the body through care and attention. By revealing the true image of the human form from the perceived landscape image only when viewed from various perspectives, the bodyscape approach highlights the notion that true beauty is understood holistically, encompassing both body and soul.

Branding Design
The bold and captivating visuals of the bodyscape not only capture attention but also invite deeper interaction, encouraging viewers to come closer to explore and appreciate the art and philosophy while learning about the product. This innovative use of the bodyscape concept sets ROOAR apart in the body care industry, offering a fresh and unique perspective that has yet to be explored by other brands.

Logo Design
ROOAR believes that morning and evening are significant times for self-care routines. The logo design symbolizes this by incorporating two ‘O’s that represent the sun and moon, reflecting the brand’s commitment to these pivotal moments of the day and conveying a sense of strength and calm.

Brand Colors
The colors purple and orange are used to capture the luminous hues of the ‘magic hour’ or ‘golden hour’ each evening, symbolizing the tranquil and transformative moments of twilight. These colors reflect ROOAR’s dedication to providing a magical experience of relaxation, healing, and self-care.

Packaging Design
The ROOAR packaging features a clean and sophisticated aesthetic, designed to provide a luxurious experience. The black and white theme with a matte finish creates a modern and elegant look, ensuring the products stand out.

The packaging embodies ROOAR’s dedication to revitalizing connection through touch. It features a satin-smooth texture that evokes a sense of closeness, encouraging interaction with the product. The design allows for different sides of the box to align and form a complete image, reinforcing the holistic view of beauty and self-care. Additionally, the bodyscape imagery on the packaging illustrates the product’s intended use while enhancing its aesthetic appeal. The luxurious texture and weight of the packaging create an elevated experience, ensuring each interaction with the product is both indulgent and memorable.

 The logo design for ROOAR encapsulates this concept through the two ‘O’s in the name symbolizing the sun and moon, representing morning and evening.

ROOAR uses the distinctive design concept of ‘bodyscape,’ where close-up imagery of the human body is artistically depicted in ways that evoke the beauty of landscapes. This concept emphasizes respecting and honouring the body through care and attention.

The ROOAR packaging design embodies a clean and sophisticated aesthetic, crafted to offer a luxurious experience. The product packaging features a simple black and white theme with a matte finish, which not only creates a clean, modern, and elegant look but also ensures that it stands out easily in a bag.

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

Results
•⁠ ⁠The branding for ROOAR successfully captured the brand’s identity and resonates with the target audience through the unique brand concept of “bodyscape”.
•⁠ ⁠ROOAR has already caught the attention professionals in the industry receiving awards for their products within the first year of launching:
o Winner – Natural & Organic Beauty Innovation Awards 2024 – Best New Body Care Product
o Winner – Beauty Shortlist: Mama & Baby Awards 2024

Brand Story:
Ask BIG Questions and Offer Bold Answers

Background

The Faculty of Social Science at The Chinese University of Hong Kong (CUHK) is a leading academic institution dedicated to education, research, and social service across diverse fields such as Sociology, Psychology, Political Science, Geography, Journalism, Education, and more. With a mission to nurture students’ social analysis skills, the Faculty also seeks to provide expertise for societal development.

Offering both undergraduate and graduate programs, the Faculty promotes interdisciplinary learning with an emphasis on fieldwork and data analysis. It is home to specialized research centers focused on social policy, sustainability, health, and urban development, and collaborates with both local and global institutions. Through its research, education, and community engagement, the Faculty equips professionals with the skills and knowledge needed to tackle pressing societal challenges and contribute to global progress.

Visual Identity & Website Design Solution

This design project was guided by the core philosophy of CUHK’s Faculty of Social Science: “Ask big questions and offer bold answers.” Building on this foundation, two key themes emerged: “The Spirit of CUHK’s Faculty of Social Science” and “Questions and Answers.”

To capture the spirit of CUHK’s Faculty of Social Science, a dynamic visual identity was created using the contrasting colours of black and orange. Black symbolizes stability and professionalism, while orange conveys curiosity, passion, and boldness. This striking colour pairing was seamlessly integrated throughout the website, establishing a cohesive and modern aesthetic that aligns with the faculty’s mission.

The visual identity seamlessly merged “The Spirit of CUHK’s Faculty of Social Science” with the “Questions and Answers” theme. Icons were crafted with inverted black and orange backgrounds, visually emphasising the interplay between inquiry (questions) and discovery (answers). Unique icons were created for each department to highlight their distinctive qualities. In collaboration with a photographer, portraits of professors and staff were captured to reflect their individual charm, with each person being photographed twice to express their personal interpretation of the “Questions and Answers” theme through body language and facial expressions. Together, these bespoke icons and dynamic portraits reinforce the faculty’s commitment to research, education, and the community.

The interface was designed with simple colour blocks and thin lines, creating a clean and sleek style that enhances the user experience while aligning with modern design principles. Overall, the design blends innovation and professionalism, perfectly representing the brand spirit and academic characteristics of the Faculty of Social Science at The Chinese University of Hong Kong.

To capture the spirit of CUHK’s Faculty of Social Science, a dynamic visual identity was created using the contrasting colours of black and orange

Professors and staff were photographed twice to capture their charm and interpretations of the “Questions and Answers” theme through body language and expressions

The interface was designed with simple colour blocks and thin lines, creating a clean and sleek style that enhances the user experience while aligning with modern design principles

What we did:
Visual Identity, User Interface Design, Website design, Illustration, Portrait photography

Results:
• The web design effectively showcases CUHK’s Faculty of Social Science’s new visual identity, reinforcing its distinct brand. The core values and mission are expressed through bold visuals, thoughtfully designed icons, and dynamic photography, positioning the faculty as a forward-thinking and impactful academic institution.
• The website currently serves as a bridge between the university, students, and prospective students. By incorporating modern design principles, engaging visuals, and intuitive navigation, the design enhances the user experience.
• There was a seamless transition to the new theme, as it was crafted to require minimal restructuring while ensuring that necessary changes were made to meet the needs of both faculty and students while maintaining continuity.
• The user-friendly backend empowers institutional staff to easily update and efficiently manage the website, ensuring that the website remains current and relevant.

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.