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Design

Photo by Joy
Photo by Joy
Branding, Identity Overview A logo balanced between business and friendliness that can be rearranged to fit into different mediums. Asia Joy is a photographer who captures beautiful moments that is intended to be both artistic and document a point in […]
Mori – Korean Restaurant Branding
Mori – Korean Restaurant Branding
Branding, Design Overview Branding designed to reflect Korean food done right. Mori Korean Restaurant is a casual Restaurant in Chiang Mai, Thailand that offers a selection of favourites inspired by Korean flavours using fresh ingredients. Starting from the ground up, […]
Tio Loco Branding – Mexican Restaurant Design
Tio Loco Branding – Mexican Restaurant Design
Branding, Identity, Design Overview Tex-Mexcellent branding for mesquite-grilled food Tex-Mex brand that translates to ‘Crazy Uncle’, is a restaurant in Texas inspired by the fact that everybody has a crazy uncle who everyone loves and enjoys being around and who provides […]
Wood Roaste Coffee Packaging
Wood Roaste Coffee Packaging
Packaging, Art Direction Overview Packaging designed to evoke the wonders of roasting coffee beans with wood-fire. Roasting coffee beans with wood-fire is a time honored and traditional method compared to modern approaches such as using electricity or gas as a […]
Red Radio Beer Label
Red Radio Beer Label
Packaging, Illustration Overview A beer label designed to stand out from the rest Young Henry’s, a brewery based in Newtown, crafted a limited edition hoppy ale named ‘Red Radio’ using local, Australian ingredients to celebrate FBI Radio, a radio station […]
Exploration
Exploration
Layout, Editorial Overview These pieces are not part of any project, but are personal explorations of different ways to communicate an idea through imagery, typography and layout.
Logo Collection
Logo Collection
Logo, Identity Overview Collection of logotypes designed for brands within a range of industries.  
Cast Iron Burgerhaus – Burger Restaurant Branding
Cast Iron Burgerhaus – Burger Restaurant Branding
Branding, Identity, Design Overview Burger x Steak x Beer x Shake Cast Iron Burgerhaus is a casual burger joint in Bangkok, Thailand serving simple offerings with great quality products for a relaxed lunch or a friendly late-evening gathering. The atmosphere […]
Sake Jr – Asian Restaurant Branding
Sake Jr – Asian Restaurant Branding
Branding, Identity, Design Overview Build your own healthy bowls Saké Jr takes Japanese influenced flavours and creates food fresh every day that is not only simple, quick and delicious but also nutritious and nourishing so you can eat well and […]
Mise En Place Talent – Hospitality Recruitment
Mise En Place Talent – Hospitality Recruitment
Branding, Identity, Design Overview Be Perfectly Prepared Mise En Place Talent provides HR and recruitment services for leading hospitality and F&B organisations around the world spanning New York, Miami, Hong Kong, Shanghai, and Singapore. The name being based around the […]
Fratelli Famous Pizzeria – Restaurant Branding
Fratelli Famous Pizzeria – Restaurant Branding
Branding, Identity, Design Overview Build your own pizzas The Fratelli Famous concept is all about putting the spotlight on the guests for them to choose from a variety of fresh ingredients to create their own pizzas. Flamed in wood stone […]
Ground of Notion – Lifestyle Decor Ecommerce
Ground of Notion – Lifestyle Decor Ecommerce
Branding, Identity, Design Overview Set the mood for your habitat 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 […]


  • About Me

    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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