POSM /
POSM with the right craft of form and choice of materials is design comes to live becasue the viewing experience becomes tatile and interactive.
‘和而不同 / Differences in Harmony (or Agree to Disagree)’ is a traditional virtue of Chinese culture.
On New Year’s day, especially in the context of a partisan society, we want to uphold such virtue. Besides wealth and luck, the red pocket is to deliver a different blessing.
The design is a set of four very different styles of ‘和 / Harmony’ from the font to color to graphic.
The tagline reads ‘Rendezvous’. Chinese New Year is a moment for gathering, and we wish every gathering comes in peace regardless of any contrasting thoughts.
DIFFERENCE IN PEACE
02 Dec 2015
WHERE'S THE DELICACY?
02 Dec 2015
Dining guide design is common with attractive food on cover. We want to do it differently with a trick: to sell food without showing the food.
The design is two empty containers (Western and Chinese each to represent the worldwide portfolio of restaurants). They form a big word of ‘Food’. The idea is ‘Where do the delicacies go?’. On the next page is name of the mall (the answer).
The guide is titled ‘味導’, with a double meaning of ‘tastes’, and ‘a guide of tastes’.
DELICACY REVEALS
02 Dec 2015
‘Fan’ is the idea for a dining guide for two reasons. First, the fan is made from a fork and pair of chopsticks, which represent a mix of Oriental and Worldwide cuisines.
Second, a half-opened fan visualizes the tagline: ‘Delicacy Revealed’. The guide is revealing fine restaurants, while the restaurants are revealing fine food for diners.
The tag is also in sync with the Chinese: ‘筵開‘, which means starting a feast.
02 Dec 2015
COUPON DESIGN
Coupons are used to be basic and typical in design. When we’re tasked to design coupons, we deem it’s worthy to be special. It’s a (tiny) communication between the brand and customers, and part of the shopping experience.
In design and branding, the smaller the details we attend, the stronger the impression, subconsciously.
Design of the coupon is conceived and done as if a mini poster. We deliberately avoid the typical ticket look. Different shopping elements are collaged into a badge, to convey a strong theme and rich graphic. It contains all the necessary information to function as a coupon. The set is delicately packed as a gift to shoppers.
02 Dec 2015
TRANSFORMATIVE COVER
The brand of WTC More represents a mix & match of shopping elements (e.g. Music+Fashion=More). We illustrate such mixing process thru the print medium. The method is a cover printed on ‘transparency’.
A separated guitar and model are printed on cover of the shopping guide. When the cover is flipped over, the same model appears with the guitar fused with her handbag and blouse.
02 Dec 2015
DM THAT BLOSSOMS
It is a DM to announce the opening of a new fashion stores precinct.
The tagline of ‘Blossom/Chic’’ analogizes flourishing flowers with the ‘opening’.
The design is a fusion of fashion and flower. Flower is beautiful, feminine, in countless forms and colors, just like fashion.
Petals and leaves are shaped into a handbag, combining with the buckle to visualize the idea of fusion. Opening the DM is like a blossoming flower.
02 Dec 2015
MOTION DIRECTORY
This is a set of directional standees for a floor of premium oriental restaurants. For the Eastern theme, the design concept is ‘Byōbu 屏風’, a folding partition commonly used for decorative furniture in traditional homes in China and Japan.
Center of the standee is an interactive screen, showing animated graphics styled as Chinese/Japanese watercolor. They are some objects in motion, pointing the directions (e.g. turn right).
Once touched, people can flip thru the screens to reveal more about the restaurants, promotions or routes.
02 Dec 2015
FENG SHUI COMPASS
It is a brochure introducing Hong Kong to tourists around the world. The essence of Hong Kong is fusion of East & West culture. Hence the brochure is titled ‘The Spectacular East & West / 精彩東西’. In Chinese, ‘East West / 東西’ also means ‘things’.
Feng Shui is a unique element of Hong Kong and mysterious interest to foreigners. Compass shows direction. A Feng Shui Compass (a tool for the practice) shows the directions to attractions. A compass also echoes the tagline of ‘East & West’.
When the wheel is turned, different tourist spots will be revealed. Opening the box there is a wide view of Victoria Harbour.
02 Dec 2015
MILK THE FORTUNE
It is a norm to use zodiac animals as theme to design Chinese New Year red pocket.
For the year of cow, we try to make it witty by adding ‘milk’ to the theme. One reason is to differentiate from those typically elegant designs, the other reason is that our target customers are young.
Milk is not only closely associated with cow. It also implies freshness, which elaborates as the tagline of ‘Fortune Every Year, Freshness Everyday’. And essence of the idea is to play with the meaning: ‘Milk (retrieve) the Fortune’.
02 Dec 2015
ADD-ON SHOPPING
It is a trend for malls to launch smartphone Apps to enrich shopping experience of shoppers.
To promote such an App, we try to express how the App can ‘Add-on’ shopping. Within the realm of the App (phone screen), nothing becomes something, something becomes something more (e.g. an empty cup is filled with coffee; an empty cosmetic box is filled with face powder.)
Apps are common and functional, but the usage experience can be thrilling. We stress on the joy of using the App with vivid colors, rich graphic and a simple message.
SHOPPING APP LIKE A GAME
02 Dec 2015
After the introduction, next phase of the promotion is to drive shoppers to download the App. It comes in 2 tiers illustrated in 2 designs. First, direct benefit of the App is that every shopping dollar spent will earn virtual dollars for gift redemption. Second, there’s a lucky draw for 1st-time download.
To make it more fun, we imagine the 2-tier promotion for the mobile App as some popular mobile games (e.g. Candy Crush, Tsum Tsum). Using the App to enhance shopping is just as fun as playing games in a phone.
To portray vividness of games, the poster is made into a ‘thin box’ to create a ‘depth’ inside the phone screen. The surface is a transparency, and the game objects are a 3rd layer in-between.