Branding & Strategy / Art Direction / 3D Illustration / Naming / Photography / Website Design& Development / Social Media Design & Strategy
The Peers Project was a podcast focused on interviewing millennial entrepreneurs. The client wanted to become a podcast production agency whilst continuing their podcast as an in-house flagship product. Studio Chenchen was engaged for rebranding to support this change in business model.
Renaming positioned The Peers Project as the production agency, and Peers2Peers as the flagship podcast.
Studio Chenchen’s branding concept centres around the idea of a Digital Artisan. It communicates creativity, digital fluency and has a young and creative, but professional and savvy vibe. The branding demonstrates the client’s depth and mastery in the niche world of podcasts; that they appreciate craft but are also reflective and accepting of modernity's shift from traditional mediums.
Studio Chenchen directed digital artwork and sound design to demonstrate the new identity. The artwork shows the affect of a good podcast: intangible sounds forming abstract, tangible bodies; vibrant textures reflecting music, sounds and voices; and attention to the livery in our mouths and ears. A designed set of sound files lets the client integrate the brand into its products.
The branding architecture is minimal, allowing the art to shine. The system is also adaptable, suiting any future products and niches the agency might pursue.
The new branding package provides The Peers Project with a strong and unique brand presence in the industry. The branding system is designed to be flexible so it can support her work as a production agency and can be applied to her own podcast products.
As soon as the brand was launched there was an immediate impact to the client’s business. The company’s social media following tripled and it supported the production house to pitch to multinational brands and a world class university. Interest in the podcast also picked up, with leaders from New York and London contacting TPP to offer interviews.
TPP tells us the impacts have been internal to the team as much as external. The new branding gave the team confidence in their pitches and made them energetic about the company’s future.
Photographer: Jasmine Fisher / 3D Art: Nathatham Rojanusorn / Website Development & Design: Sneha Mishra / Sound Design: Chris Burke / Copy: Lauren McCurry
Branding / Art Direction / Illustration
“Fashion X Art: Tainan, City of Style” was a fashion show hosted by Tainan City Council in Taiwan. Tainan is known for its history, culture and craft, especially famous for its heritage in the textile industry.
The show aimed to elevate local textile manufacturers by pairing 7 local mills with contemporary fashion designers to reimagine what happens when modern fashion meets traditional art and craft.
Studio Chenchen was commissioned to create a brand identity and collateral for the event.
To show the mash-up of ideas and the focus on the craftwork that was envisaged, we drew from the tools and mediums in the fashion design process to create a cohesive system.
The imagery centres on collages of intricate pencil lines, photography and brush strokes. The overall branding shows a modern, on-trend event that steers toward emerging talent and away from elitist egotism. To complement this, the collateral was worked into a number of trendy but accessible formats – specially designed tote bags, bespoke rub-on tattoos, a magazine on local design, and an event brochure.
The event was widely seen as a great success due to its originality, contemporary design and relevancy to the broader fashion industry. The Editor in Chief of Vogue Taiwan praised the visuals of the event, noting it as the first time she has seen a government-hosted fashion show hold its own against creativity from the private sector.
As a result of the event, the City of Tainan was also invited to represent Taiwan at Milan Design Week 2019.
AGDA AWARDS 2018 Merit for Identity: Small Business Branding
Branding / Art Direction / Web Design / Social Media Content Design / Photography / Props Design / Trophies Design
Capricorn Film Festival is a touring short-film festival in central Queensland, Australia. The festival aims to educate and inspire a young audience, promote local talent, connect the region with the industry, and encourage filmmakers to shoot in Queensland.
The festival includes screenings, workshops, and awards. The festival has already made a mark on the Australian film industry and provides significant exposure and networking opportunities, promoting filmmaking throughout central and northern Queensland.
The main visual was inspired by the natural beauty of Central Queensland and the purity of work submitted by young and local filmmakers. Intrigued by the charm of homemade creativity and the scenery design in films, we decided to incorporate studio photography with handmade clay figures that represent the art of craft and pay tribute to the DIY spirit of the film festival.
The hand-drawn logotype echoes this spirit. The shape of the logotype suggests a waving flag, strengthening the idea that the festival is a touring show traveling around Queensland.
Using removable flags and balloons, all the signage applications were designed to be mobile, and easy to install. The clay figures used in the photo shoot were used as the award trophies.
The festival’s branding helped it to stamp out its unique identity in the market. Our client was extremely pleased with the creative output of the work. In his words:
“The campaign was able to assist with the expansion of our customer base and international identity amongst destination festival events….We loved it so much, we used it twice ;)”
Branding / Naming / Art Direction / Illustration
Dance performances for the infant deity, Prince Nezha, were traditionally made at temple events throughout Taiwan. Over recent decades, many young dancers began integrating electronic music into their dances and performances.
The result is an iconic Taiwanese “Techno-Prince Nezha” performance which is now performed frequently in Taiwan and internationally to showcase the eclectic religious and folk culture of Taiwan.
Studio Chenchen was engaged to produce a series of posters to support a performance of the dance at the 2019 Sydney Lunar Festival. The posters were commissioned to promote the event, present its culture and engage a younger audience about Taiwan.
Our posters leverage the story, style and visuals of the modern Taiwanese culture around Prince Nezha.
We did this by retaining his image per standard costume design: with body armour, flags and oversized Mickey Mouse gloves. Meanwhile, we used elements from a modernised 90s vibe that is popular -perhaps pervasive- amongst urban Taiwanese culture.
Our aim was poster series with illustrations, patterns and colours that reflect the ‘maximum’ style and charisma that has come to personify Prince Nezha’s style and the urban Taiwanese aesthetic that surrounds the techno dance performances.
Photographer: Alan Richardson / Photography Art Direction: Fong Yu
Branding / Art Direction / Illustration/ Client: Shangri-La China
Dragon boat festival is regarded as the first real day of summer, when the weather gets hot and insects and snakes emerge.
Traditionally, people use herbs, fragrant, and medicine to rid of insects. People also race dragon boats , wear colourful pattern and tiger totem to scare away the evil spirits. It is a time of abundance, adventures and flavours.
In this concept, we create a folk-tale-inspired story of the summer, the heat, the plants, the snakes and the tigers. It is a tradition-inspired way to celebrate the festival, and also to honour our ancestors’ way of co-existing with the nature.
Branding / Brand Strategy / Art Direction / Illustration
Taste Collective is a food consultancy based in Shanghai. It ideates and executes tailored food and beverage experiences and business ideas for clients looking to enter or optimize their position in the Chinese market. Founded by American and Australian expats, Taste Collective aims to bring out the best from the times we eat together and positions itself as a curator of food experiences in the local market.
The branding idea was inspired by the journey and emotion of people eating together. Whether we’re eating with friends, family, colleagues or a bunch of random people, food brings us together for a shared experience. The act of gathering and the stories we exchange- it’s these human elements that stay with us the most. The balls present the gathering and exchange between people, and the colours and textures makes a call to organic features, tastes and flavours of food. The overall look and feel integrates Eastern and Western aesthetics to appeal to our client’s market.
The clients were thrilled with the result and the branding helped the company immediately land contracts with multinational brands as clients.
Branding / Brand Strategy / Signage Design / Website Design / Social Media Content minstudio.com.au
Min. Studio is a hair salon that transforms itself into a yoga/pilates studio after-hours. It is located in Yarraville in Melbourne’s inner-west. The studio is also used to hosts industry workshops and community events.
Sited in a landmark historic building, Min. Studio’s business and physical identity pays homage to the local community.
The branding reflects the brand’s relationship with the community and focuses on the history and aesthetic of Min. Studio’s physical building– a high ceiling, Art Deco building that used to be the Yarraville postoffice. Its most prominent feature – a large semi-circle window – became the centrepiece of the brandmark.
A brand architecture was created to encompass all of the Studio’s offerings: Mind, Movement and Hair, under one overarching master brand. They belong to the same graphical family but were designed to be used individually.
Min. Studio has become a community hub of the town ever since its opening. It continues to grow its client base and serve the locals.
Interior photography: Olivia Chen
Branding / Brand Strategy / Graphic Design / Illustration / Photography
Rhodes and Hart is a boutique one-woman hair studio in Frankston, Victoria that seeks to offer an intimate hairstyling experience. In the egotistic and overwhelming world of hair-styling that is increasingly dominated by "influencers" and "celebrity" hair stylists, the owner, Claire, wants to turn the focus back to the customer. Her studio creates a private and comfortable experience and she inspires her clients to be the best version of themselves. Claire wants to use her business to create an inner circle of women who support and inspire each other.
The brand idea was “ A Friend You Trust”– celebrating the close relationship and intimacy between Claire and her clients.
The background graphic is composed of colour gradients and shapes that represent the movement of hair, with a minimal logotype that is almost hiding. This evokes the humble nature that Claire is known for. A series of illustration of the “anonymous hand” represents Claire’s gentle and caring skill.
The rebranding of Rhodes and Hart helped Claire to reposition her service to attract the right clientele and resulted in increased number of bookings.
Label Design / Illustration
Winelable design for the iconic wine brands from Solotel Group, Sydney.
Part of the house wines for Solotel Group in Sydney. Leftbank and Righbank are sister-wines that are sold in various of Solotel's venues. Leftbank aims to attract younger wine consumers with energetic design and economically-friendly price range; while Rightbank is for the more sophisticated young professionals who want great quality wines but not the stuffy design. Both inspire to be as creative and artistic as their drinkers.
Combine the symbol of left and right hand with a wine glass, playing with the idea of left brain and right brain to rationalize the names.
Completed whilst at UDKU
Creative partner: Kon Marinis / Graphic design: Olivia Chen / Illustrator: Olivia Chen / Photography and styling: Olivia Chen
Branding / Naming / Art Direction / Photography Direction
Formerly known as Vogue Center, 670 Chapel is a shopping centre that caters to everyday needs, but adds a hint of luxury. Its tenants range from a high-end butchery to a boutique nail parlour. It serves South Yarra residents who take extra care to live the good life as they do their daily chores.
A rebrand was commissioned to BrandWorks while I was working as their lead creative. Collaborating with copy writer. Apostrophe and photographer, Penny Lane, we came up with a new strategy, name and brand for the shopping locale.
Completed whilst at BrandWorks.
Brand strategy: Ashley Ng & Eleena Tan / Creative direction: Olivia Chen & Micheal Tan / Graphic design: Olivia Chen & Jane Bunn / Copy writing: Apostrophe / Photographer: Penny Lane
Founded by Kyle Graden, Embrace the Spectrum is an organisation aiming to remove the barriers and pressures of gender biases so that everyone is able to be their authentic self while participating in the global economy.
With corporate workshops, public talks and publications, Kyle wants everyone to embrace every different spectrum in the gender scale.
Inspired by the idea of gender fluidity, Studio Chenchen created a brandmark that is constantly moving on the gender scale. Utilising holographic printing to present the variety of colour.
Logo animation: Heysept
Branding / Strategy / Art Direction / Illustration
Branding concept for Samsen, Hong Kong.
Inspired by the street-food culture of Thailand, Samsen is a Thai noodles restaurant located in Hong Kong, introducing authentic and top-quality Thai noodles.
Respectful to the traditional Thai recipes, yet innovative in the food offering, Samsen is promising a new experience by the new tastes and lesser known ingredients in the noodles. These are the most authentic Thai-noodles under one roof, and designed to meet the requirement of the finer taste, demanded by locals and ex-pats alike.
The design concept revolves around China town in Bangkok where the dual cultures exit homonymously and work together side by side.
Branding / Brand Strategy / Naming / Art Direction / Web Design / Social Media Content Design / Illustration
barbershop is a music blog / playlist for the millennials. Its names and terminology were inspired by the barbershop cultures in rap and hip hop music, where opinions are exchanged.
The site includes the most recent album critiques for "Fresh Cuts" and weekly top 5 songs for " Trim Down".
Branding / Strategy / Art Direction / Web Design / Social Media Content Design / Illustration
Makara is a lifestyle brand that determines to bring the benefits of yoga, meditation and creativity to people.
Founded in Spain by a yoga teacher and a physical therapist, Makara hosts annual yoga retreats in Spain as well as workshops and classes throughout the year.
The retreat is not only focusing on meditation and yoga, it also offers arts and craft classes such as pottery or weaving, to fully exercise the body and mind.
Naming / art direction / graphic design / illustration
Bing Bang Go! is a mobile food cart in Melbourne selling Chinese galette. (bing) that are customisable and made on the spot. Toppings are being sprinkled on top of the dough. Every bing is unique and personal.
Art Direction / Graphic Design / Branding
Although sculpting has been traditionally associated with men, it's so exciting when we see a new generation of female artists who are not intimidated by the nature of sculpting and are also unapologetic of exploring a more feminine approach.
Amanda May is one of the new breed. She came to us with beautiful and tactile hand made creations, mostly of the oversized floral sort but was keen to get her name our there and do more. Her feminine approach creates bold statements and helps transforms spaces. This co-existence of femininity and boldness is what inspired us in creating her brand, referring back to the hand made and crafty nature with colourful materials but reinforced with strength and prominence with a strong and bold brandmark and black borders to support.
Completed whilst at BrandWorks.
Brand strategy: Ashely Ng / Creative direction: Olivia Chen / Graphic design: Olivia Chen / Website design: Lauren Basser
Branding / Website / Packaging / Interior Signage / Social Media Content
Empire steak was inspired by a true love of the humble steak sandwich, the unsung hero of our time. Empire takes the humble Aussie staple - the steak sandwich - and offers it back to the public in a way that hasn’t been seen before.
The Empire Steak brand is built on the idea of ‘suburban prestige’. It takes references, inspiration and ideas from everyday suburbia. Think independent milk bar, laminex counter tops, terrazzo tiles, the ice cream kiosk beside the beach, concrete streetscapes, hand painted signage, brick walls, weather worn bill posters, Holden Commodores and VW Combi’s by the beach…
The brand is nostalgic 1950’s-80s, tactile, intuitive and thoughtful. Most importantly, all of its touch points are timeless and classic. In developing the concept the studio reflected on the founder’s motivations. Back to the golden age of the local milk bar, My Whippy and Ken Done. Summer days and beach vibes. The designers returned back to a time of authentic quality and honest pricing. Golden Gaytimes, Coca Cola in glass bottles and a steak sandwich you need two hands to hold on to. The humble priorities of a truly sunburnt country.
Executed through a series of cheeky graphics and slogans the brand takes on the Aussie lifestyle in true blue fashion. The tone of voice is frank, generous, classic and honest – local and personable – in keeping with the brand foundation of suburban prestige.
The brand personality extends through the interior with the use of humble materials, a white washed out palette and corrugated iron servery that speaks to your typical Mr Whippy window. Against the white backdrop the Empire Steak Brandmark stands prominent, simple and substantial in alignment with the offering.
The effect is one of welcomed nostalgia, the perfect setting to wrap both hands around and “embrace the drip factor”.
Completed whilst at BrandWorks.
Brand strategy: Michael Tan & Eleena Tan / Creative direction & graphic design: Olivia Chen / Website design: Lauren Basser / Interior design: Michael Tan & Aaron Anderson / Interior signage hand painted by Larry Stammers / Photographers: Brook James, Olivia Chen & Dean Schmideg
Art direction / Graphic design / Illustration / Typography / Signage
An elegant heritage building stands on Hollywood Road amongst antique shops and art galleries. Discreetly opulent touches suggest this may be a smart regional office for a prosperous business. Yet inside the building, people gather to enjoy fine French cuisine in a setting filled with important and exciting works of modern and street art.
We were challenged to create a restaurant where modern street art, classic French gastronomy, and the space which contained the two could work together. The inspiration came in the form of 1930's Art Deco - a design aesthetic modern enough to serve as a backdrop to constantly changing and extremely eclectic artistic expression, but also elegant and comfortable enough as a spatial environment in which to serve classic French gastronomy. The connection between the decade, art works, and cuisine was made through a craftily invented story of an abandoned office building of a formerly prosperous French tram company, now occupied by street artists who express themselves by layering their art on surfaces with a history, tagging their ideas on the physical space that has since become known as 'Bibo'.
Collaboration with graffiti artist: Jon One and Stohead.
Completed whilst at Substance, under the creative direction of Maxime Dautresme.
Branding / Graphic Design
Family owned vegetable farm in central Victoria, Australia.
Art Direction / Graphic design / illustration
"Not-so-innocent-valentine's-day " is a self- initiated campaign to celebrate the beauty of female body, and to destigmatize the female sexual desire.
Art direction / Graphic design / Typography
Stuart and Lau is a leather goods brand for the modern gentleman. With products which bring out the gentleman in each and every man, the logotype adapts to a series of faces and personalities with stylish simplicity. Each customer can pick the face that resonates with him the most and have it embossed on the product.
Completed whilst at Substance, under the creative direction of Mathias Päres
Art direction / Graphic design / Illustration / Typography / Singnage
Exploring to find the best coffee beans to import to Hong Kong, Elephant Grounds is a small gourmet coffee shop that is much needed in the extremely commercial city.
Inspired by the traveling of the beans, we created a set of visa stamps of the elephants.
Completed whilst at Substance, under the creative direction of Maxime Dautresme.
Illustration by Vincent Wong.