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Brand strategy, Brand definition, Brand identity, Master and sub-brand logos, Collaterals, Signage


A flagship store in Fushun, Liaoning (遼寧撫順店), combining reading, culture and leisure for the local community.


Creation of a holistic brand that demonstrates the unique cultural heritage and mission of the project, “New Cultural Living”.


The store includes different sections: books/lifestyle/electronics/café/kids. Each sub-brand displays its character from signage, uniform to collaterals.


The Brand logo reflects nurture and growth. The green Leaf indicates the position of Liaoning on the map of China. Different colors and positions of the Leaf would be applied for future stores in other provinces.

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