JOOCYEE + Chupa Chups

In this crossover collaboration, I was responsible for creating the packaging, designing social media assets as well as preparing key design assets and templates for product designers and 3D artists. I also led the art direction of the shoot.

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Category: Brand experience
Year: 2024
Role: Logo, Packaging, Social media Campaigns
Industry: Cosmetics Industry

Pink Power by JOOCYEE

We collaborated with renowned cartoonist Zhu Deyong to launch a joint series called “Pink Power”. Inspired by the “Se Girls” comic, the series features four distinct female protagonists.

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Category: Brand experience
Year: 2023
Role: Logo, Packaging, Social media Campaigns, Gifts with Purchase
Industry: Cosmetics Industry

GOOTTT Market

The Goottt Market is a celebration event for the opening of the first Goottt store in Ningbo by GuMing Tea. I was invited to design a themed poster as well as brand design assets, which internal designers at Gu Ming could extend to other materials.

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Category: Visual & Illustration
Year: 2022
Role: Illustration, Graphic design
Industry: F&B Industry

GOOTTT

A teashop in City that has repositioned itself as the daily drink brand in China, blending life and tea seamlessly. Our rebranding included naming, writing, identity design, graphics, packaging, and film-making. The project was shortlisted for the Asia-Pacific Design 17 award.

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Category: Brand experience
Year: 2020
Role: Naming, Slogan, Visual identity system, Art direction, Brand Positioning
Industry: F&B Industry

3ge3 Project in ZUCZUG

3ge3 Project (stylized as 3ge3 project) is a fashion brand under the well-known fashion company ZUCZUG. We collaborated with artists to redefine artworks that enter into daily life. "Phantom Cat" is a zodiac series for the Year of the Tiger, which is a collaboration between 3ge3 project and the British artist Kim Laughton.

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Category: Brand experience
Year: 2022
Role: Product Design, Packaging, Visual Merchandising
Industry: Fashion Industry

extra one in ZUCZUG

Extra One (stylized as extra one) is an accessory brand founded in Shanghai in 2017. Lightness is at the heart of the design concept of extra one. This also characterizes the attitude and approach through which we convey our sense of humour and imagination. I followed the VI system of the brand and was responsible for all online and offline visual materials in the brand opening event
of flagship store.

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Category: Brand experience
Year: 2021
Role: Art direction, Social Media, Packaging
Industry: Fashion Industry

New smoky by JOOCYEE

New smoky is a series launched by JOOCYEE in August 2023, themed around smokey makeup.

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Category: Brand experience, UI Design
Year: 2023
Role: Logo, Packaging, Social media Campaigns, Gifts with Purchase, UI Design
Industry: Cosmetics Industry

KYTL by Meet All

可熨帖了KYTL is a brand new bread restaurant under the MEET ALL Group which explores an all-day casual dining experience incorporating a bakery.

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Category: Brand experienceYear: 2021
Role: Visual identity system, Naming, Brand Positioning, Art direction
Industry: F&B Industry

LNG

LNG is a fashion brand. Our objective was to explore the various ways in which logo design could go beyond serving a purely aesthetic purpose, but also encapsulate greater cultural meanings.

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Category: Brand experience
Year: 2021
Role: Visual identity system, Art direction
Industry: Fashion Industry

Packaging Design

Gift boxes for different product lines in JOOCYEE

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Category: Brand experience
Year: 2022-2023
Role: Packaging
Industry: Cosmetics Industry

Boudoir & Her

Boudoir & Her 不她 (Zhuhai, China) is an extension of the Boudoir Coffee House (Seoul, Korea) brand. The founder is also the head of The South Korean fashion label Boudoir Fur House & I Am So Lonely, incorporating a haute couture attitude into specialty coffee and cocktail. We were asked to rebrand the cafe, with an aim to create a cohesive and coherent aesthetic between cafe and fashion.

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Category: Brand experienceYear: 2021
Role: Logo, Visual identity system
Industry: F&B Industry

ALLIN by Meet All

酒晤 ALLIN is a new liquor retail store. We cooperated with interior designers to create a boutique warehouse experience space where customers could learn about different drinks and enjoy the process and exploring and tasting.

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Category: Brand experienceYear: 2021
Role: Visual identity system, Naming, Brand Positioning, Art direction
Industry: F&B Industry

CNCPTS

CNCPTS is a heritage retail brand that celebrates the confluence of ideas and creativity. Founded in 1996 by Tarek Hassan in Cambridge MA, CNCPTS has brick-and-mortar locations in New York, Shanghai, Shenzhen and Dubai. The head of the Shanghai branch invited me to design clothing patterns for their 2021 Spring/Summer to 2022 Autumn/Winter collections, based on themes such as navigation and skateboarding.

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Category: Visual & Illustration
Year: 2022
Role: Illustration
Industry: Fashion Industry

Logo Compilation

Ounce & Lemon
AWIS Atelier
TRWHY
Oh! OYAKODON

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Category: Brand experience
Year: 2021-2023
Role: Logo
Industry: Fashion and F&B Industry

TYC by Meet All

TYC stands for the new beauty lifestyle brand "Too Young City 有氧式", which is a warehouse-style shop with its own skincare line.

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Category: Brand experienceYear: 2021
Role: Visual identity system, Naming, Brand Positioning, Art direction
Industry: F&B Industry

Looking Through My Window

This work is composed of frame-by-frame animations and installations, and which discusses women’s self-perception and my questioning of contemporary gender stereotypes. It invites viewers to reflect on women’s identity in social change by conveying intimate conversations between women.

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Category: Visual & Illustration
Year: 2019
Role: Illustration

Poster Compilation

Posters featuring illustrations that I designed for various brands between 2020 and 2021.

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Category: Brand experienceYear: 2019-2020
Role: Visual identity system, Naming, Brand Positioning, Art direction
Industry: Multiple

EAT Illustration

Under the patriarchal society, I think about how women can fight back gently, expressed through a series of illustrations.

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Category: Visual & Illustration
Year: 2019
Role: Illustration

Motion Graphic Experiment

These are some motion graphic posters and demo videos I created for different brands. I am interested in motion design and am currently learning more about it.

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Category: Motion Graphic
Year: 2020-2022
Role: Motion Graphic
Industry: Multiple