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Logos + Systems

I usually approach brand design by answering three questions:

  • How do we want to be perceived?

  • What makes us different?

  • Who is this for?


My ideal brand system is innovative enough so to make the product/service stand out in the market, while not so different that it alienates the target audience. 

Coffee Time

Brand Redesign

In this college project, we chose an existing well-known brand and transformed it to resolve a public-perception issue it currently faces. My redesign of Coffee Time was inspired by Toronto's indie café scene. With this logo and hand-drawn floral pattern, Coffee Time suddenly seems much more comfortable and friendly!

Krimmi | Integrated Marketing Campaign

The Integrated Marketing Campaign (IMC) was a semester-long project that simultaneously spanned across all of our courses. Our challenge was to conceptualize and design a CBD product, and develop all marketing materials necessary for its launch. 

My group and I presented 'Krimmi' - a CBD-infused mochi ice cream line. Its clear influences from Chinese culture come through in the traditional cloud patterns and origami-styled packaging.

Krimmi Ads - Posters
Glamour shot
Krimmi's Logo
Krimmi Sales Brochure
Krimmi Ad - Bus Stop
Krimmi's Website
Krimmi Sales Brochure
Krimmi's Website
Packaging Dyelines
Krimmi Sales Brochure

TaiPei | Signage Design

The redesign of an existing city's tourism brand was focused on experiential design - the design of practical signage and their assets. We were tasked with developing a brand for the city in accordance to market perception, and then designing a mobile tourism app and signage to go with that set.

I decided to have a little fun with the app, and explored unconventional header shapes. While certainly 'groovy', I concede it's not the most practical of designs I've submitted. But it did open my mind to new possibilities!

Bonus Pieces

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Personal Branding Exercise
Krimmi Logo
EverGreen Logo
Rocket Quote Animated Logo
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