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Brand design is the creation of a unified visual system that translates strategy into experience. It defines how a brand communicates across every physical and digital touchpoint.
Through structured design systems and tools such as Figma and Adobe Creative Suite, I develop identity frameworks that combine precision, clarity, and emotional impact to build lasting brand recognition.
1 Brand Overview – Mushu Coffee
Mushu Coffee is a modern café concept based in Chengdu, specializing in coffee and lifestyle products.
The brand is built around the idea of “Mushu Supports Your Day,” aiming to provide comfort and small moments of healing in busy urban life.
This project includes a complete visual identity system, brand positioning, and multi-platform applications.
The brand is built around the idea of “Mushu Supports Your Day,” aiming to provide comfort and small moments of healing in busy urban life.
This project includes a complete visual identity system, brand positioning, and multi-platform applications.
2 Logo Development & Construction
The logo was inspired by the organic form of coffee beans, symbolizing warmth, movement, and daily energy.
A structured grid system was developed in Adobe Illustrator to ensure scalability and consistency.
Clear space rules, monochrome variations, and responsive adaptations were defined to maintain brand integrity across digital and print applications.
Tools: Adobe Illustrator
A structured grid system was developed in Adobe Illustrator to ensure scalability and consistency.
Clear space rules, monochrome variations, and responsive adaptations were defined to maintain brand integrity across digital and print applications.
Tools: Adobe Illustrator
3 Typography & Color Strategy
The brand uses warm earthy tones to reflect comfort and authenticity.
A structured typography hierarchy was developed to support both Chinese and English content.
The selected typeface ensures readability and modern character alignment with the brand personality.
Color applications were tested across print and digital layouts to maintain consistency.
Tools: Adobe Illustrator, Adobe InDesign
A structured typography hierarchy was developed to support both Chinese and English content.
The selected typeface ensures readability and modern character alignment with the brand personality.
Color applications were tested across print and digital layouts to maintain consistency.
Tools: Adobe Illustrator, Adobe InDesign
4 Social Media Visual Direction
A cohesive social media system was designed to strengthen brand recognition across digital platforms.
The layout integrates logo elements, bold typography, and immersive photography to create emotional engagement.
Visual consistency was maintained across Instagram posts and mobile previews.
Tools: Adobe Photoshop, Canva
The layout integrates logo elements, bold typography, and immersive photography to create emotional engagement.
Visual consistency was maintained across Instagram posts and mobile previews.
Tools: Adobe Photoshop, Canva
5Digital Experience & Mobile Optimization
The brand identity was adapted for mobile-first presentation, ensuring strong readability and clear hierarchy on small screens.
Mockups were created to simulate real-world interaction and improve visual storytelling.
Tools: Adobe Photoshop, Canva
Mockups were created to simulate real-world interaction and improve visual storytelling.
Tools: Adobe Photoshop, Canva
6 Environmental Branding & Outdoor Applications
Large-scale advertising and environmental applications were designed to increase visibility in urban settings.
The warm palette and strong logo presence enhance recognition in high-traffic areas.
Tools: Adobe Photoshop, Adobe Illustrator
The warm palette and strong logo presence enhance recognition in high-traffic areas.
Tools: Adobe Photoshop, Adobe Illustrator
7 In-Store Experience & Merchandise
The visual system was extended to physical touchpoints including coffee cups, banners, and storefront awnings.
The objective was to create a cohesive experience from digital interaction to physical space.
Tools: Adobe Illustrator, Adobe Photoshop
The objective was to create a cohesive experience from digital interaction to physical space.
Tools: Adobe Illustrator, Adobe Photoshop
8 In-Store Branding & Packaging
In-Store Experience & Merchandise
The visual system was extended to physical touchpoints including coffee cups, banners, and storefront awnings.
The objective was to create a cohesive experience from digital interaction to physical space.
The visual system was extended to physical touchpoints including coffee cups, banners, and storefront awnings.
The objective was to create a cohesive experience from digital interaction to physical space.
9Brand Collateral & Print Design
A structured print system was created including VIP cards, receipts, and membership materials.
Layouts were developed in Adobe InDesign to ensure clarity, hierarchy, and alignment with the brand system.
The design prioritizes functional readability while maintaining brand personality.
Tools: Adobe InDesign, Adobe Illustrator
Layouts were developed in Adobe InDesign to ensure clarity, hierarchy, and alignment with the brand system.
The design prioritizes functional readability while maintaining brand personality.
Tools: Adobe InDesign, Adobe Illustrator
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