BrandCraft

Karavanstop

Visual identity
Brand guideline

 
 

Karavanstop is a new cafe and apparel gift store located in Hong Kong International Airport. We were commissioned to create their brand identity.

 
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Ideation & design

We created an identity system made of a series of elements. We created a primary logotype, a circular lockup, icon, list with arrow template, bold but restricted colour palette and typography usage.

 
 
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Brand guidelines & touch points

As Karavanstop’s brand identity is comprised of a range of logo lockups brand assets, colour, typography and shape, we created a comprehensive guideline to cover the use and extension of the brand across multiple channels, covering apparel, print communications and digital.

 
 
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GoSkills

Brand strategy
Rebranding
Brand guideline
Animation

 
 

GoSkills is an e-learning platform providing software training courses. We were approached to rebrand their mark to graduate the company from its humble beginnings into a dynamic, bold and professional B2B and B2C service as their globally-distributed team grows.

 
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Discovery

To begin the project, we first set-off on an exploratory phase of the current GoSkills brand. We discovered key points to focus on while exploring the next stage of their brand.

 
 
 
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—The existing logo relates to the traditional idea of learning through books, and does not immediately translate into the future.

—The existing brand colours are strong and one of the most invested-in and recognisable aspects of the current GoSkills brand.

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—During the design process, the idea of promoting 'continuous self-improvement' became a clear focus that the brand could leverage from. This idea of learning is becoming more related to experiential learning and personal discovery.

 
 
 

Ideation & design

We redesigned the icon and wordmark, creating a flexible identity system that works separately and combined.

 
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—The icon is designed to be read as both "GO" and as an infinity symbol.

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—As the corporate colours have an invested value and are unique within the industry, we chose to keep them and decided to move from a title-case logotype to a more humble and humanist, lowercase wordmark.

 
 

Animation

Animations were developed to help humanising the GoSkills brand through responsive movement. As the brand mainly exists online, we designed the branding so that it could transform to and from the wordmark in a natural, fluid animation. The animations are used within course video introductions, and online within the responsive UI design.

 

— GoSkills hero lockup animation

—GoSkills tagline lockup animation

 
 

Brand guidelines

We developed simple brand usage rules to enable the GoSkills team to adopt and use the identity consistently.

 
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Brand touchpoints

We then executed the visual identity across digital and physical touchpoints

 
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EN

滄浪之水

Brand strategy
Visual identity
Brand guideline

 

在完成閣雅的品牌設計之後,我們再次為旗下將於2019年在佛山開業的現代茶屋設計視覺形象。

 
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發現

客戶希望我們探索日式美學,將茶屋的品牌與室內設計貫穿。與客戶同行到京都進行研究之旅後,我們受到了日本視覺傳統的啟發。在設計中運用了深藍色,純白色,和鮮豔的金色,加上傳統書法與優雅的圖形。

 
 
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設計理念

我們建立了四個一組的圖標,代表了製作普洱茶的整個過程。陽光曬乾茶葉,再用開水重新泡開茶葉。

 
 
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EN

Creating a digital-first visual identity for Hack Chinese

Brand strategy
Visual identity
Brand guideline
Designed collaterals

 

Hack Chinese通過網頁和手機程序教學生聽、說、讀和寫中文。Hack Chinese委託我們為他們的平台設計視覺形象。

 
 
 

目標

設計一個存在於數碼空間的動態品牌是個新的挑戰,但設計過程與平時相同。

 
 
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發現

首先我們先與客戶討論多次,為了更多了解品牌所想表達的信息。

Hack Chinese三個主要的理念是:間隔重複,溝通和個人發展。

 
 
 
 
 

設計理念

通過以上概念,我們設計的商標抽象地運用了公司的縮寫HC。通過使用方塊和平衡網格,設計既靈活又模板化。該標誌的靈活性使其能夠應用於所有類型的在線和離線平台。

 
 
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Hack Chinese

Brand strategy
Visual identity
Brand guideline

 

Hack Chinese is a web application that enables students to speak, read and write in Mandarin. Hack Chinese came to us to develop their visual identity.

To develop a brand that would exist in a primarily digital space was a new challenge, however, one that was approached with our normal process.

 
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Discovery

First we dove deep into the subject, speaking with the client over a number of meetings to tease out the key messages that would need to be expressed by the identity.

Three key ideas of Hack Chinese were teased out for us to illustrate within the identity as visual metaphors; the app's unique use of Spaced Repetition; communication and personal development.

 
 
 
 
 

Ideation & design

Within these ideas we developed the logo to abstractly represent the company's initials HC. The visual identity is designed to be modular and flexible through the used of a square and balanced grid. The mark's flexibility enables application across all types of on and off-line platforms.

 
 
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Chartwell Partners

Brand strategy
Visual identity
Brand guideline

 

Chartwell Partners is a thought-leadership partner for a range of global corporations & individuals. Headquartered in London, Chartwell Partners work with global corporations predominantly offering managed speaking engagements. They came to us to develop a family brand identity covering the three core aspects of the business; Chartwell Management, Chartwell Advisory and Chartwell Speakers.

 
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Discovery

Chartwell Partners namesake is Chartwell House, the home and estate of Winston Churchill. The Grade I listed building is surrounded by beautiful gardens.

Iconography was taken from the flowers and plants that surround Chartwell House. Plants and flowers such as conifer, lavender, amaryllis and aquilegia are used to differentiate parts of Chartwell Partners.

 
 
 
 

Ideation & design

We developed a group identity with four illustrations, used to express each aspect of the brand.

 
 
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Communication design

We then executed the branding across print and digital platforms.

 
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Behind the project

 

Bakehouse

Brand strategy
Visual identity
Brand guideline

 
 

Gregoire Michaud is a world-famous baker from Switzerland. He has developed pastry and bakery products for three-Michelin star restaurants, written five recipe books and won worldwide competitions. Since founding B2B bakery 'Bread Elements' he has become the supplier to the finest restaurants in Hong Kong. We were commissioned to create the visual identity for Bread Element's first restaurant—Bakehouse.

 
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Ideation & design

The visual identity is designed to abstractly represent a tray of baked delights, still fresh from the oven. Each circle is unique and illustrates Bakehouse's evolving menu throughout the day and seasons.

 
 
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Fair Trade Hong Kong

Brand strategy
Visual identity system
Brand guideline

 

Founded in 2008, Fair Trade Hong Kong is a not-for-profit organisation established to promote Fair Trade in S.E Asia. They are committed to reducing inequality, alleviating poverty and creating a sustainable future.

Fair Trade Hong Kong approached us to update their appearance, to modernise and become relevant to Hong Kong’s current social climate. In the age of dynamic brand engagement, Fair Trade needed to stay relevant within both environmental and social spheres.

 
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Discovery

We first worked with the Fair Trade team to deconstruct the organisation into their fundamental threads. We used visual metaphors to express their core values of Fair Trade Hong Kong. 

 
 
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—Equality & fairness

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—Positive commerce

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—Traditional values

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—Community & network

 
 

Ideation & design

These forms were developed into a visually balanced logo based on the weave of a bamboo basket and a traditional Chinese repeating pattern. It was important to craft an identity that is culturally contextual to Hong Kong, and not simply just relevant for the Fair Trade family organisation. The strength of the new mark lays within its simplicity and flexibility.

 
 
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Yun Ya

Brand strategy
Visual identity
Brand guideline

 

Yun Ya is a Chinese-inspired unisex body-wash positioned in the UK. The client wanted an authentic logo at the heart of the brand thus we set about designing an identity that would capture it's cross-cultural history and framing.

 
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Discovery

The identity was inspired by Chinese calligraphy and the Japanese artist Toko Shinoda's sumi ink paintings.

 
 
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Ideation & design

To execute the logo we spent a great deal of time both researching Chinese calligraphy and practicing with brushstrokes. The logo is formed of two abstract strokes to represent the 'y' of Yun Ya.

 
 
 
 

The final version of the logo is a digital vectorization that maintains the flow and motion of the hand drawn action.

 
 
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Packaging

The conception of Yun Ya's first range of body-wash was heavily influenced by Chinese Astrology and symbols. The product icons from the individual astrological meanings of the elements Earth, Fire, Wood, Metal and Water. To give the product range a tactile depth we added images of macro-photography which was then cropped within each icon.

 
 
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Gum Gum Home Dining

Brand strategy
Visual identity

 
 

Background

Gum Gum is a boutique and local home-dining experience. We were asked to create an identity that could easily be executed across all manner of design collateral as the company grows.

 
 
 

Ideation & design

We created a circular logo which can be stamped across paper including contact and reservation cards. The textured feel of the stamped logo illustrates the intimate and local-position of the home-dining company. As Gum Gum grows they will push the identity across dining ware, aprons and into social media.

 
 
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The Study

Brand strategy
Visual identity
Brand guideline

 

The Study is a unique space in that combines a cafe, meditation area, and yoga studio. Located at the top of LKF in Central, The Study is a tranquil respite away from the noise and chaos of the streets below.

 
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Ideation & design

The identity was designed to represent the practices of meditation and yoga. The identity combines three sine curves to symbolise the abstract idea of the mind and body in balance.

 
 
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"I am ecstatic and in love with the result of working with BrandCraft, the branding experience helped me so much to get all my marketing, designs, and concepts in place for the opening."

- Jayne Law, owner

 
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Wylie Grey is a curated online store, specialising in seasonal trend driven staples at approachable price points. Wylie Grey came to us with an existing brand identity, looking to launch their first online store, with a key focus on product and social interaction.

We designed and developed an experience that works seamlessly across desktop, mobile and tablet devices, that makes the purchase process effortless for customers looking to shop the unique curated selections from Wylie Grey.

The store was built on the popular Shopify platform, giving the client a class-leading content management system, whilst allowing us to build an entirely bespoke experience.

Wylie Grey

Digital

 
 
 
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With social media playing a huge role now in online retail, we integrated the Wylie Grey's Instagram directly into the homepage, as well as integrating a 'buy what you see' feature, allowing customers to shop directly from the Instagram posts.

 
 
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Your Privilege Passport

Campaign

 

Continuing our relationship with Pacific Place, a luxury shopping destinations in Hong Kong, Brand Craft HK was asked to produce an exclusive booklet that could be provided to guests of coveted hotels in the area, containing exclusive offers the guests could redeem with the high-end brands in the mall.

 
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Given Hong Kong's unique topography, a pattern was created for the exterior of the Passport representing the hills around Pacific Place. The pattern was finished through embossed gold foil, giving the Passport a unique tactile and visual element that resonated with the well-travelled guests of the hotels, whilst evoking the feel of the luxury brands highlighted inside.

We created an elegant yet playful 'Passport', that each hotel guest could take with them to be guided around the mall and learn about the offers available.

 
 
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Blueprint Accelerator

Advertisement campaign

 

Blueprint, one of the leading startup accelerators in Hong Kong and part of the world renowned Swire Group, came to BrandCraft looking for a new key visual that could be used across print and digital, predominantly to advertise the opening of their accelerator applications for 2016.

 
 
 

Ideation & design

The key focus of showcasing both the Swire Group's companies in and around Taikoo Place where Blueprint is situated, as well as other leading tech companies in the area, was realised through our 'sim city' concept, in collaboration with illustrator Jack Daly.

This provided a fun yet highly engaging key visual that will also serve as a base for developing a new brand language for Blueprint.

 
 
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Jana Reinhardt

Brand strategy
Visual identity
Brand guideline

 

Jana Reinhardt is a wife & husband jewellery design and production team, based in Sussex in the UK who create contemporary jewellery collections and bespoke pieces.

 
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Design & ideation

Jana Reinhardt specialises in creating cute, animal based jewellery. We wanted to capture this purity and naïvety, and developed a personal signature styled logotype. The minimalist signature logotype was complimented with the artists own illustrations, to identify the husband and wife team.

 
 
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RiPrism

Brand strategy
Visual identity
Brand guideline

 

RiPrism is a luxury Korean and Japanese nail art and accessory brand specialising in producing glitter in a vast range of tints, hues and textures within individually curated themes.

 
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Ideation & design

The brand uses the shape of a prism sculpture deconstructed into outlines. The shape plays with both the positive and negative shapes of a cube and pyramid. This creates a framed space which allows the identity of the brand to infinitely change through colours and shapes of the glitters held within.

 
 
 
 

Iridescence of the cosmos at the tips of your fingers.

 
 
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Print & packaging

The hot stamp gold foil on pearl paper used throughout the branding acts as contemporary reference to the glitter product range. The packaging reflects the high-end brand positioning and uses angular shapes with clean lines to showcase the products. The RiPrism trade fair booth centres around the brand sculpture which gives the customers a physical and real exploration of the identity which is surrounded by the brand story and it's products.

 
 
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Taipa Village Macau

Brand strategy
Visual identity

 
 

Background

Taipa Village is a colourful and culturally rich area in the middle of Macau. With winding cobbled alleyways unveiling local Portuguese delicacies, it's a world away from it’s casino city surroundings.

We were asked to develop an identity that both captured the historic spirit of the area, as well as presenting its contemporary development. With the area being defined by both Portuguese and Chinese culture and heritage, our challenge was to develop an identity relevant to both.

 
 
 

Discovery

It was important for us to spend time in Taipa, diving into the alleyways and meandering the streets, uncovering the historic and visual treasures that we were looking to echo in the identity.

 
 
 
 
 

Ideation & design

The identity evoked a personal, handwritten message, with crisp Chinese calligraphy-styled brush strokes and tip details, capturing the heritage of the area as well as the modern outlook it has today.

 
 
 
 

Koyasan

Brand strategy
Visual identity

 
 

Background

Koyasan is a Japanese-Inspired French fashion boutique based in Monaco. 'Koya-san' is a mysteriously beautiful range of mountains to the South of Osaka in Japan. At over 800 meters high, the area is home to more than 120 Buddhist temples and is regarded as one of the most sacred areas in Japan.

 
 
 

Ideation & design

The identity takes form from the leaves of the Ginkgo biloba found in exclusive regions in Asia. The symbol of Tokyo is based on an abstract form of the Ginkgo biloba leaf, the Ginkgo is also the official tree of Tokyo. The dresses elegance and strong personalities are reflected in the identity which grows up and outwards from the centre.

 
 
 

PECH Cosmetics

Visual identity
Packaging

 
 

Background

PECH is a luxury cosmetic retailer based in Hong Kong. Recently established, PECH is launching their first product in 2015. We were asked to design their branding to reflect their empowered, elegant and modern, primarily Asian target market.

 
 
 

Ideation & design

The modular logo design is translated into three ‘company launch’ edition packaging that illustrate contemporary and minimalist takes on traditional Asian patterns.

 
 
 

Martell Hunter Interiors

Brand strategy
Visual identity

 
 

Background

Martell Hunter Interiors is a family run furniture boutique located in the heart of small Sussex town. Specialising in supplying high-end leather sofas from South Africa, MHI offer a traditional service and pride themselves on their local reputation.

 
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Ideation & design

The Sussex-based family run business is reflected in the identity through the stag and established old English letter forms. The client wished to show how their traditional service and products can translate into modern contexts and households. This translation is subtly highlighted in the use of the repeated gold foil pattern and embossed logo design throughout the rich printed collateral.

 
 
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Gentlemen's Treat

Campaign

 
 

Solution

We designed an identity made of three characters that can be used together and also separately for footfall signage and social media marketing.

Project

We were asked by Swire Properties, Pacific Place to design a key asset for their annual Father's Day campaign. The campaign focusses on three activities happening throughout the shopping mall. The events are whiskey tasting workshops, gadget displays and racing simulators.

 
 
 

365 Days of Type


 

DISCIPLINE

Studio Project

 

 

 

365 Days of Type is a self-initiated project designed to keep us thinking and practicing creatively each and every day. The project lets us explore our practice in a zero-risk environment and, almost like meditating through doodling and playing, we can find better and purer concepts of language expression.

Self-initiated projects are important for our work as we are able to visually articulate our creativity in an attempt to deepen the understanding of our practice.

@ 365_DAYS_OF_TYPE


Swire Christmas eDM

Campaign

 
 

Project

We were asked by Swire to create their annual Christmas eDM campaign.

Solution

We created a unique snowflake generator which the user can share with friends as an electronic festive Christmas card. The campaign ran through December, being shared over 3600 times.

 
 
 
 
 
 
 
 
 

Gregor Wilson


 

DISCIPLINE

Branding

Gregor is an entrepreneur, developer and photographer based between Oslo and Hong Kong. Gregor wanted an logo design and identity that he could actively collaborate on and help develop into an interesting and dynamic mark to be used as the centrepiece for his website.

The identity takes form of two intersecting three-dimensional shapes drawn on juxtaposing perspective planes. The executed logo design becomes an impossible shape that is born in front of the viewer's eyes.

www.gregorwilson.com

 
 
 
 
 

Yellow Jam Marketing


 

DISCIPLINE

Branding

Diarised marketing blog by marketing professional and enthusiast, Joe Morecroft. He helps businesses by taking on their marketing challenges, and finding ways to make them smile – he then blogs about the experience; what was achieved and how. Joe's quirky and hardworking personality is reflected in the subtly playful but fundamentally structured and formal logo design.

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I founded Yellow Jam in 2014 with the idea of it being a friendly, straight speaking and modern company for small to medium businesses to follow. Our philosophy was to firstly produce a great blog, teaching budding entrepreneurs about modern digital marketing techniques. We would then to offer personalised consulting as a more substantial marketing strategy.

I wanted BrandCraft to represent this in its brand personality. We needed a minimal yet powerful identity. The brilliance of the Yellow Jam logo consistently gets my clients talking akin to the Rorschach inkblot test. I often tell them to look past the 'YJ' and ask them what else they see. The results are always fascinating and they never forget Yellow Jam logo or brand. What BrandCraft has done is taken Yellow Jam's philosophies and has intelligently brought it to life. When a companies branding makes you think, draws emotions and springs conversation, it starts to become much more than just a business. - Joe Morecroft, Yellow Jam Marketing

 


Chôm Chôm


 

DISCIPLINE

Branding

Logo design and brand identity for a contemporary Vietnamese street food restaurant in the heart of Soho, in Hong Kong. The dynamic identity uses watercolour illustrations of iconic objects from Vietnamese street food culture.

'The new Chôm Chôm on Soho’s Peel Street is a place to gather over beer and the delicious tastes of Vietnamese street food. A casual neighbourhood hangout inspired by Vietnam’s Bia Hoi culture of sipping draft beer on busy street corners, Chôm Chôm brings a new vibrant Vietnamese experience to Soho.'

 

Technopreneur Partnership Programme


 

DISCIPLINE

Branding

The Hong Kong Science and Technology Parks approached us to brand a new programme ran by the Soft Landing Centre. The Technopreneur Partnership Programme works with local universities to engage interaction with co-working spaces in Hong Kong.

We executed a visual identity that can be used across a range of print and digital collateral in a modular corner-layout identity system.

The logo design is a diagonal grid based on the patterns of printed circuit boards. The angular shapes outline the letters of TPP in such a way that it is disguised, and requires a double take.

 

We were asked by the Hong Kong Science and Technology Parks Cooperation to design promotional material for the launch of the Soft Landing Centre. The SLC provides emerging electronic and biotechnology start-ups a safe haven of support and business development advice during their formative years. 

Soft Landing Centre

 

 

Shipton Events


 

DISCIPLINE

Branding

Shipton Events is an Oxfordshire-based country events company. Throughout the year they organise and hold various themed outdoor events for dogs and their owners. The logo design illustrates the movement of the dog through a simple stamp method.

 
 

Artist Global


DISCIPLINE

Branding

 

Artist Global is an internationally trading corporation based in Mita, Minato-ku, Tokyo. Focussed on cosmetics, they produce products within the skincare industry. With predominantly Japanese and South Korean markets they wanted a modern logo design and identity that is subtle and considered with a classic and crafted artisan foundation.

 

Rooftop Film Co.

Branding


 

Independent media production company which produces high quality, engaging film and TV dramas, TVC's, music videos and corporate films. Founder and Producer/Director Darcy Yuille has over 15 years experience, commencing his career on the sets of the Warner Roadshow Studios in Australia.

Hong Kong's bold and intriguing personality is illustrated in the typography and visual language of the logo design and identity, through print, web and on screen.