Xavier Alexander Kwan
Helping consumer brands stand out, not blend in.
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The final mark looks simple, but it wasn’t designed by asking,
“How can I make this look unique?”
It started by asking,
“What’s the simplest way to express the idea?”
The more I removed, the clearer it became. Simplicity isn’t the absence of thinking. It’s usually the result of a lot of it.
Many dessert brands compete on flavour.
But before customers taste your product, they experience your brand.
That was the challenge behind Lieto. The brand struggled to stand out in a crowded dessert market. We set out to create an identity that felt playful, memorable and...
The longer I worked in branding, I started having a thought that I felt like I want to speak out. Why do so many brands look so alike nowadays? Is it genuinely because trend is so effective? Or is it because copying what others been doing simply feel safer ?
Curious to hear...