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 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 of Mooncake Packaging:
Beauty of Contrasts: Moonlit Reunion Over Victoria Harbour

Background
Regent Hong Kong is a 5-star luxury hotel located in the bustling city center in Kowloon. With a rich legacy of innovation in the luxury hospitality industry, Regent has been reimagined to be a haven of discreet luxury providing an experience of peace and tranquillity through their serene and soul-rejuvenating aesthetic, extraordinary views, and exceptional service and dining. Regent Hong Kong redefines luxury by marrying contemporary sophistication with timeless grace.

Regent Hong Kong’s 2025 mooncake premium packaging design elegantly upholds the brand’s hallmark of understated luxury, seamlessly weaving in the evocative spirit of the Mid-Autumn Festival. This year’s collection draws inspiration from the full moon’s radiant glow over Victoria Harbour—a poetic nod to reunion and the “Beauty of Contrasts,” harmonizing tradition with modernity, tranquility with vibrancy. The design resonates with a heartfelt sentiment: “Thousands of thoughts flow homeward like water, drifting with the waves, dancing with the Jade Rabbit. Longing transforms into light, guiding all wanderers home.”

The packaging’s sleek, minimalist silhouette stands out as an emblem of refined elegance, swiftly capturing the market’s imagination. Exemplifying Regent’s meticulous craftsmanship and pursuit of perfection, the gold-embossed lid evokes the luminous allure of a harvest moon—timeless, shimmering, and serene. The act of opening the box, designed as a deliberate ritual, symbolizes the tender sharing of blessings with loved ones, fostering moments of connection.

Crafted from premium paper with a tactile, wave-like texture, the surface mirrors the gentle rhythms of Victoria Harbour, adding depth and fluidity. Within these undulating contours, the Jade Rabbit subtly emerges—now in graceful silhouette, now veiled in shadow—infusing the design with playful yet sophisticated whimsy that honors lunar folklore.

Each mooncake is individually wrapped, extending the narrative of moonlight and waves through modern typography and a cohesive teal-and-gold palette that aligns with Regent’s contemporary aesthetic. Beyond its role as a container, the packaging transcends as a reusable boutique: a sculptural lantern or decorative keepsake that carries the festival’s cultural resonance long after the celebration, blending sustainability with timeless artistry.

Exemplifying Regent’s meticulous craftsmanship and pursuit of perfection, the gold-embossed lid evokes the luminous allure of a harvest moon—timeless, shimmering, and serene.

Crafted from premium paper with a tactile, wave-like texture, the surface mirrors the gentle rhythms of Victoria Harbour, adding depth and fluidity.

Each mooncake is individually wrapped, extending the narrative of moonlight and waves through modern typography and a cohesive teal-and-gold palette that aligns with Regent’s contemporary aesthetic.

What we did:
Package Design, Illustration

Result:

• The packaging design reinforces Regent’s image of discreet luxury through a harmonious blend of poetic symbolism and sophisticated craftsmanship.

• The launch received widespread acclaim across social media, with numerous KOLs sharing enthusiastic unboxing experiences and praising both the design and product quality.

• Sales exceeded previous years’ records, with early sell-outs indicating high market demand and desirability.

• The set became a highly sought-after gift item, appreciated not only for its delicious mooncakes but also for its exquisite and collectible packaging.

• Many customers highlighted the pleasure of unboxing and repurposing the beautifully crafted box, further extending Regent’s brand experience.

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:
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:
Revitalizing Health with a Modern Twist on Anti-Aging Science

Background
Renowned for its potential rejuvenation, anti-aging, and other health-boosting properties such as improved sleep and energy levels, Nicotinamide Mononucleotide (NMN) supplements have taken the industry by storm. The branding and packaging design for LifeLab’s NMN supplement posed the challenge of appealing to a younger generation of health enthusiasts and standing out in a saturated industry.

Design Solution
The branding concept for LifeLab’s NMN supplement is modern and high-tech, and is based on DNA imagery in reference to its reported DNA repairing and maintenance abilities. To achieve this, the contrasting colour palette of black and silver is used and the design direction emphasizes sleekness and clarity.

For the box packaging, the box features a dynamic repeating pattern using a typography design that makes up the embossed letters ‘NMN’ in an eye-catching silver that contrasts against the black background. This pattern is carried on into a design that references DNA’s double-stranded helix. To evoke a sense of luxury, the box was designed to be a textured satin with a subtle glowing shimmer. This was achieved by using silver paper and printing the black background colour on top. Prominently displayed alongside the pattern is the supplement dosage, a crucial factor for consumers’ purchasing decision.

The product packaging maintains the sleek and modern aesthetic through the use of a satin black jar adorned with a label that spans the entire container. The ample label space allows for relevant and important information to clearly be presented to the consumer and the dark jar places the focus on the product while ensuring that the product is protected from direct light.

As seen on the packaging, LifeLab’s logo incorporates an infinity symbol representing the company’s mission and expertise in the field of regeneration and rejuvenation sciences. This emblem underscores LifeLab’s continuous commitment to pushing the boundaries of scientific exploration and enhancing the quality of life through innovative health solutions.

the box features a dynamic repeating pattern using a typography design that makes up the embossed letters ‘NMN’ in an eye-catching silver that contrasts against the black background

This pattern is carried on into a design that references DNA’s double-stranded helix.

LifeLab’s NMN supplement differentiates itself from others through the use of a darker colour palette and appeals to the younger generation through the simple and modern design.

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

Results
The branding and packaging design for LifeLab’s NMN supplement achieves a balance of scientific authority and contemporary appeal. LifeLab’s NMN supplement differentiates itself from others through the use of a darker colour palette and appeals to the younger generation through the simple and modern design. The use of a dynamic typography design pattern leaves a lasting impression and the subtly luxurious details of the packing communicates LifeLab’s sincerity while creating a feeling of satisfaction for customers who are investing in their health and future.

Brand Story:
Co-Creating Artistic Emptiness

Background
Artiant Hub is the first privately-owned Cantonese art center in Hong Kong, strategically located near the Lai Chi Kok MTR station for convenient access. It aims to provide high-quality services with a touch of modern sophistication, catering to a diverse community of Cantonese art enthusiasts. The facility is designed to host a variety of activities such as social gatherings, learning sessions, singing practices, Cantonese music rehearsals, Cantonese opera performances, meetings, and more. With a capacity to accommodate around one hundred people, it serves as a versatile venue for performances, lectures, and events. Its vision is to nurture the prosperity of Cantonese art and culture in Hong Kong, enabling the younger generation to embrace and continue the rich heritage of Chinese culture, particularly embodying the true, good, and beautiful aspects of Cantonese opera as recognized in UNESCO’s intangible cultural heritage.

Design Concept
The branding inspiration for Artiant Hub stems from traditional oriental art, particularly Chinese ink wash painting techniques such as “留白” (liú bái), or the concept of “the beauty of emptiness”. In Eastern traditions, we often only focus on what we consider to be “existing” entities, but true completeness comes from understanding, hearing, and feeling the “non-existent”. “Fullness” needs “emptiness” as a backdrop; this principle applies to design, creativity, and life. By removing unnecessary elements, you can uncover the true essence of things. Expanding upon the concept of “留白”, Artiant Hub symbolizes the acceptance of more diverse exchanges, allowing more people to connect with Chinese culture.

The logo of Artiant Hub creatively merges the character “藝” (art) with elements inspired by the graceful movements of Chinese opera performances. This fusion of Eastern artistic traditions with modern design reflects Artiant Hub’s commitment to bridging cultural gaps and promoting artistic exchange.

Furthermore, the branding concept integrates the promotion of Cantonese opera and the utilization of Cantonese art to showcase Chinese culture. By incorporating the “water sleeve” performance technique in the design, a sense of space is created, symbolizing the balance and harmony found in the philosophy of yin and yang, as well as the interaction between movement and stillness. This design approach allows for the harmonious integration of various creative elements within the space, embodying a harmonious blend of different artistic expressions.

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

Artiant Hub launched in 2022 and has since seen many artists, educators, and Chinese culture enthusiasts hone their skills in its practice rooms, perform onstage, and engage in knowledge exchanges, all while forging friendships through a variety of events.

The branding was applied across all facets of Artiant Hub’s operations. This can be seen in the interior design, website, social media, marketing collaterals, souvenirs, and more.

The branding successfully appeals to a diverse audience, spanning varying ages and levels of familiarity with Chinese culture and Cantonese opera. This is achieved through an approachable and modern touch, while still embodying the traditional beauty and spirit of Chinese culture and heritage that seasoned enthusiasts cherish and take pride in.