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    Sam Lee is a designer and art director with a love for branding, packaging, beautiful aesthetics and thoughtful visual communication.

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  • samleedesigns

    Sam Lee
    Full service brand identity for cookie brand in Ho Full service brand identity for cookie brand in Hong Kong highlighting the happy and fun moments through vibrant colors and charming mascots applied through all mediums
    Baked up a full visual identity for delectable coo Baked up a full visual identity for delectable cookie brand Crewkies sprinkled with creativity, strategy and design to launch with vibrancy in Hong Kong.
    We helped the brand to build anticipation to the n We helped the brand to build anticipation to the new Shack opening first by creating a hoarding design that marries pets, the neighbourhood of Kwai Fong and burgers. We then extended the theme of pet-friendliness to offline activations such as a pet fashion show.
Playing on the liveliness and the bustling nature of Hong Kong, the design takes inspiration from both the greenery offered by Metroplaza and the charming neighbourhood of Kwai Fong. The illustration imagines Hong Kong city life embedded with lush sceneries of buildings packed with vibrant interactions between cute characters and their dogs.

Utilizing an interactive hoarding wall that captures the attention of onlookers and four-legged friends, the Kwai Fong Shake Shack branch successfully opened its doors to locals and pets in the area.
    To commemorate the Shack’s opening in Metroplaza To commemorate the Shack’s opening in Metroplaza, Kwai Fong - a pet friendly mall, Shake Shack wanted to expand the interest of their new store opening to burger-lovers, neighbours and pet owners.

We helped the brand to build anticipation to the new Shack opening first by creating a hoarding design that marries pets, the neighbourhood of Kwai Fong and burgers. We then extended the theme of pet-friendliness to offline activations such as a pet fashion show.
    Hoarding illustration for Shake Shack Hong Kong fo Hoarding illustration for Shake Shack Hong Kong for their new opening in Metroplaza playing on the liveliness and the bustling nature of the city, the design takes inspiration from both the greenery offered by Metroplaza and the charming neighbourhood of Kwai Fong. This illustration imagines Hong Kong city life embedded by lush sceneries of buildings packed with vibrant interactions between cute characters and their pets.
    Ground of Notion is a highly curated collection of Ground of Notion is a highly curated collection of quality lifestyle products and decor to help you feel in your element at home, work, or whichever space you are in. The brand was formed with the belief that beautiful aesthetic and intrigue can be brought to everyday objects with the goal to help people express themselves through functional, yet beautiful objects.
    Ground of Notion is a highly curated collection of Ground of Notion is a highly curated collection of quality lifestyle products and decor to help you feel in your element. A suite of collaterals has been designed to create the mood that the brand envisions with a warm earthy color palette, intriguing typography and paired with dark photography.
    Ground of Notion is a highly curated collection of Ground of Notion is a highly curated collection of quality lifestyle products and decor to help you feel in your element at home, work, or whichever space you are in. The brand was formed with the belief that beautiful aesthetic and intrigue can be brought to everyday objects with the goal to help people express themselves through functional, yet beautiful objects.

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