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:
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

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.”