Hong Kong
Category:
Branding, Motion, Strategy
Instructor:
Ming Tai
Hong Kong may be small, but it’s bursting with life—like a takeaway box filled with culture, flavor, and memories. Every alley, corner shop, and street stall holds a story. Inspired by the idea of “packaging,” this rebrand treats Hong Kong as something you can carry with you. Everyone leaves with something—a taste, a view, a memory. No matter where you go next, a piece of Hong Kong goes with you.
Take a visual walk through Hong Kong.
The video begins by “unpacking” the city—flowing lines guide you into a Hong Kong that feels both real and dreamlike. From night views and classic films to street food, iconic elements come together to form a vivid portrait of the city. As the journey continues, hidden gems and local favorites unfold, inviting visitors to feel the rhythm, flavor, and energy of Hong Kong.
The logo was inspired by the dieline of packaging structures, symbolizing Hong Kong as a memory you can take along.
Building on the logo concept, I designed a custom typeface—each letter shaped like its own unique package. To complete the system, I created a set of neon-colored icons that capture the vibrant glow of Hong Kong at night.
I designed a series of posters that capture Hong Kong’s unique spirit through food, landmark, and cinema. Using custom icons, I highlighted key landmarks and the city’s atmosphere.
Hong Kong is where I grew up, and this project is a visual journey shaped by personal observation and cultural details. From landmarks to late-night snacks, every element invites the viewer to unpack their own memories of Hong Kong.