Bionee Organic Maternity Skincare Branding
In a comprehensive branding initiative for Bionee, a certified organic maternity skincare line, I was tasked with creating a logo that encapsulated the essence of motherhood, nature, and purity. Drawing upon six core brand attributes—natural, organic, feminine, baby, pure, and refreshing—I embarked on an extensive design exploration, presenting over 60 logo concepts.
Design Insight and Inspiration: The design journey was informed by a detailed study involving the perceptions of 100 individuals, ensuring the final logo resonated with the brand's target audience. The chosen design, featuring a lotus flower, emerged as a powerful symbol encapsulating compassion, purity, regeneration, and the eternal cycle of life—each petal a narrative in the journey of motherhood:
Motherhood: The lotus, aspiring toward the golden sun, unfolds into a beautiful flower, mirroring the fulfillment and joy of becoming a mother.
Pregnancy: In its growth, the lotus's soft petals signify the beauty and purity of pregnancy, a sacred period of anticipation and preparation.
Baby: The initial bud stage of the lotus represents the innocence and promise of a new life, embodying the delicate and hopeful beginnings of a baby.
This logo not only captures the essence of Bionee's brand identity but also tells a story of birth, growth, and renewal—core values that align with the brand's mission to support women through the journey of motherhood with natural, organic skincare solutions.
Restaurant Search Engine Study
Garnish aims to become the leading personalized recommendation engine for restaurants, bars, and clubs, with a vision of providing tailored recommendations that adapt to users' changing preferences. Our core principles prioritize personalization, acknowledging that restaurants and users have unique personalities and preferences based on mood and dietary needs. Our mission is to offer users a uniquely personalized experience, eliminating the need to sift through generic 'editor lists' or 'best-rated' establishments. Garnish empowers users to discover recommendations exclusively curated for them.
As part of the team, I contributed to the development of user interface concepts, business plans, sketches, graphics, flash introduction movies, and user interface mockups. We employed various creative tools and creative problem-solving techniques to generate innovative solutions to our challenges.
Scenario planning / Environmental trends analysis / Focused group interviews / Analysis of competitive products / Morphological analysis / Mind mapping / Concept fan / Interdisciplinary / Synectics / Picture, phrase, picture, phrase game / Suggestion box / Consumer complaints / Applications from different fields [examples of success] / Decision lens / Observation / Role playing / Challenge all business assumptions / Create an innovative mindset
This project was a collaboration with Wharton MBAs: Ashley Blackmon and Mariel Ilardi [the original concept developers], Christelle Kheir, and Sophia Umar. Graphics, interactions, website mock-ups, and flash animations are designed by Ding.
Mentor: Jerry (Yoram) Wind
