Selected Identities
"This section highlights a curated selection of branding concepts and local projects. While not exhaustive case studies, these snippets demonstrate my approach to visual storytelling. From packaging to wordmarks, each piece represents a deliberate exercise in translating brand essence into compelling, cohesive visual languages."
eillomia
Visual Identity • Concept Design • Packaging
Eillomia is a local candle and floral boutique designed to bring a youthful, vibrant atmosphere to everyday spaces. The brand focuses on creating delightful moments "where lights bloom from within," blending the warmth of candles with the vitality of flowers.
To express this energetic and joyful vibe, the visual identity features a playful retro checkerboard pattern. I paired this dynamic motif with an unconventional, vibrant color palette—fiery orange, lime green, and soft pastel lilac—to make the packaging pop and perfectly capture the brand's uplifting spirit.
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shélle
Visual Identity • Concept Design • merchandising
Shélle is a lifestyle brand inspired by Mediterranean nostalgia. Bridging vintage charm with modern sophistication, the brand captures the effortless and playful spirit of a 1970s beach club through a curated range of everyday goods.
To translate this coastal essence, the visual identity embraces a "Riviera Chic" aesthetic. I combined timeless nautical stripes, retro-serif typography, and a minimalist palm crest. Anchored by a crisp sky blue, creamy off-white, and bold cherry red palette, the design evokes a sun-drenched resort that feels both luxurious and approachable.
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LE NOUVEAU DU VIETNAM
Visual Identit • merchandising
Le Nouveau du Vietnam draws its soul from the refined yet quietly rebellious spirit of Indochine-era Vietnam. It captures a unique time when French elegance mingled with local sophistication, creating an atmosphere that was both nostalgic and forward-looking.
Inspired by the cool palettes of classic Indochine paintings, the visual identity visualizes the intersection of tradition and modernity. I developed an abstract, pixel-like block pattern to symbolize this cultural transition, with the deep brown accents subtly representing roasted coffee beans. This blend of heritage aesthetics with a digital-inspired motif gives the brand a distinct, contemporary edge.
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THE TIME PAVILION
EXPERIMENTAL DESIGN • ART DỈ
The Time Pavilion is a conceptual space where the linear flow of time dissolves, leaving only the "Eternal Now" as the ultimate reality. It is neither a repository of the past nor a vision of the future, but an experimental realm to explore the relationship between human existence and eternity.
Driven by intuition, the visual language explores three surreal elements: white bone structures symbolizing humanity’s enduring core, iridescent purple fluid representing cosmic transformation, and floating everyday artifacts from different eras. Embracing a purely experimental instinct, the project bypasses conventional branding logic to focus on mood and artistic expression.
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This project is purely personal and non-commercial. Certain mockups or reference images were sourced from Pinterest for illustrative visualization only, and have been adapted within the design.
No copyright infringement is intended — all rights remain with their respective owners.
