Hi everyone, my name is Chau and this is my submission for the CapCut Design Studio Challenge! I went with Direction C: CapCut in a Different Era.

1. About Capcut: The Open Atelier

A free school for ordinary people where anyone can be taught to read, tell stories, understand art, and create their own works. Founded on the belief that imagination and knowledge should not be reserved for nobles, scholars, or master artists.

2. Historic context

For much of history, both literacy and artistic practice were privileges reserved for the wealthy, educated, and socially connected. Books were expensive and scarce, while painting required years of apprenticeship, costly materials, and access to elite institutions, excluding the majority of people from participating in knowledge and creative expression. This concept is set during the early age of the printing press (c. 1440), when books and ideas were beginning to circulate beyond noble and religious circles.

3. Capcut's mission in this era

If the brand existed during this period, its mission would remain unchanged: to remove barriers between ordinary people and creative possibilities. Rather than democratizing digital design, it would democratize access to learning, reading, image-making, and self-expression, empowering common people to engage with activities traditionally reserved for the elite.

4. Direction layout: (What Capcut's focusing on now vs. in this era)

- Design for everyone → Education for everyone

- No expertise → No noble birth needed

- Simplified creation → Simplified learning

- Empower creative vision → Empower intellectual growth

- Democratize design → Democratize knowledge

Belmont - Brand Identity Design

Presenting the visual identity developed for Belmont, a contemporary food brand created to bring bold flavor, energy, and personality into an often overlooked category.

The branding challenge centered on transforming a traditional condiment product into a distinctive consumer brand with strong shelf presence and memorable recognition. The identity was strategically designed to reflect Belmont's confident character through expressive typography, vibrant visual cues, and a system built to communicate flavor, excitement, and approachability.

Every element of the brand was developed to reinforce its positioning as a modern lifestyle product rather than simply a pantry staple. From packaging applications to marketing assets, the visual language balances boldness with clarity, creating a cohesive experience across retail, digital, and promotional touchpoints.

The result is a brand identity that stands out in a competitive market, captures consumer attention instantly, and creates an emotional connection through a strong and recognizable visual presence.

A branding system designed to make everyday products feel extraordinary.

#BrandIdentity #PackagingDesign #FoodBranding #ConsumerBrands #VisualIdentity #CreativeDirection #BrandStrategy #LogoDesign #Packaging #Contra #BrandDesign

Check it out

Amazing work!