Client
Year
Category
fudi
2020
Visual Identity
2020
Visual Identity
Founded in 2020 in Beijing, Fudi quickly became a pioneering Chinese-owned membership store, expanding to four major standalone locations within three years. To reach a wider audience, the brand also introduced two sub-brands: Fudi Mini and Fudi Plus.
I was responsible for brand naming, brand identity design, and art direction, developing visual assets, packaging, marketing materials, and wayfinding systems to create a cohesive and scalable brand experience.
Designer: Kai Li, Willis Kingery, Hyung Cho
Project manager: Joshua Hanson
Architecture
Brand System
Applications
Marketing
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