❶ Sundan ❷ Wellio ❸ Godiva    Graphic Design Portfolio




JU Design


Hi there,
I’m Ju Wen Cheng



    About  
  Me  

◤ Brand Design










04 Mr Simms
Sweet Traditions with a Modern Twist

The Challenge

Mr. Simms, a traditional sweet shop brand from the United Kingdom, offers a wide range of both traditional and contemporary sweets. The brand is more than just a sweet shop; it’s about rekindling cherished memories and creating new ones. It was crucial to redefine and capture these timeless sweet shop traditions in the new brand expression.



  The Team   Client Mr Simms (UK) / Creative Direction Paul Mynard / Strategy Paul Mynard, Ju Wen Cheng, Lee Skinner / Copywriting Elise Cotton / Designers Ju Wen Cheng, Lee Skinner / Interior Ddesigners Emily Budden, Daniela Hurmuzache / Illustration Ju Wen Cheng / Case Study Motion Ju Wen Cheng Photography Paul Mynard, Mr Simms team





I worked with our team and designed a charming new logo that resembles either Mr. Simms' bow tie or a wrapped sweet, adding a touch of mystery to his character. This logo is paired with a bright, cheerful colour palette to evoke a friendly and happy atmosphere. The enigmatic Mr. Simms character appears in unexpected places, with only a hand or foot popping out, creating a sense of intrigue and delight.Playful stripes, inspired by the sweets in Mr. Simms' bow tie, serve as the brand's primary pattern. These stripes reflect Mr. Simms' fun personality and bring joy to customers. This simple pattern, with its potential for varied transformations, adds a playful touch to the brand's identity.



The brand system has been applied across different materials. A brand guideline was developed to cover photography direction, copy style, promotional materials, and illustration styles. We crafted an engaging tone of voice for the copy, aiming to enhance the brand’s fun and playful impression.



The brand system has been carefully adapted to the physical store design, from the storefront to in-store communications. Additionally, a concept for an interactive selfie machine was proposed. Our goal is to make Mr. Simms' shop more intriguing and welcoming.






05
Taipei International
Choral Festival
New Visual Identity
for a Classic
Choir Festival

The Challenge

This choir festival takes place annually during the summer in Taipei, inviting choir groups from around the world to participate.

The identity incorporates the initial letters of the Taipei International Choral Festival—T, I, C, and F—arranging them into a treble clef. This design instantly conveys the music-related nature of the event and establishes a connection to the classical music genre.



  The Team   Client Taipei Philharmonic Foundation For Culture And Education (Taiwan) / Creative Direction Ching Fu Wang / Strategy Ching Fu Wang, Ju Wen Cheng / Tagline Taipei Philharmonic Foundation For Culture And Education / Lead Designer Ju Wen Cheng / Logo Animation Ju Wen Cheng / Art Direction (Photohraphy) Ching Fu Wang / Choir Group Photos Taipei Philharmonic Foundation For Culture And Education, Cantus (Norway), St. John's College Choir (South Africa), Chanters Group of The Church of St. Panteleimon The Healer (Georgia) / Conductor Photos Ben Oosthuizen, Maestro Gábor Hollerung





The primary identity colour is adapted from the brand colour of the event organizer, the Taipei Philharmonic Foundation for Culture and Education, as per their request. Two additional secondary colours are included for broader applications.

The festival's brand patterns are derived from an enlarged version of the treble clef logo, creating four distinct and elegant patterns that symbolize 'listening,' 'music,' 'voice,' and 'melody.' These patterns are applied across various materials to enhance brand awareness and distinction.




A black-and-white choir image was also created alongside the identity design for that year's festival. It served as a guide for future festivals, demonstrating how to integrate the identity system with key visuals and apply these principles to various promotional materials.






hgffhj


















Phasellus volutpat interdum mauris sed efficitur
Duis in commodo neque, luctus posuere velit
Nunc non odio aliquam
In vel faucibus enim, sit amet tristique quam
Nulla velit erat, tempor vel dolor nec
Nullam rutrum mi urna
Sed leo enim, lobortis egestas mattis
Nam nisl purus, fermentum
Phasellus volutpat interdum mauris sed efficitur
Duis in commodo neque, luctus posuere velit
Nunc non odio aliquam
In vel faucibus enim, sit amet tristique quam
Nulla velit erat, tempor vel dolor nec
Nullam rutrum mi urna
Sed leo enim, lobortis egestas mattis
Nam nisl purus, fermentum


06 Nung Lai
A New Fresh Look for
a Traditional Buckle Manufacturer

The Challenge

Nung Lai, a manufacturing company specializing in various buckles, aimed to expand its global market. Without changing the company logo, they required a new, distinctive brand system to increase awareness and stand out from competitors.

The strategy centers on using Nung Lai's most representative product—the buckle clip—as the main identity image, complemented by two secondary images of other buckles to clearly convey their core business. This is paired with a new, simple, and distinctive wordmark and typography for Nung Lai Co., LTD. A black-and-white colour scheme has been introduced to eliminate distractions and create a sleek, modern look.

This sophisticated design enhances quick and distinctive brand awareness, helping Nung Lai achieve its marketing goals.



  The Team   Client Nung Lai CO., LTD. (Taiwan) / Creative Direction Ju Wen Cheng / Strategy Ju Wen Cheng / Lead Designer Ju Wen Cheng / Photography Ju Wen Cheng





Three brand patterns were also created for packaging by repeating and composing the secondary buckle images, along with the repetitive use of the new Nung Lai wordmark.





Phasellus volutpat interdum mauris sed efficitur
Duis in commodo neque, luctus posuere velit
In vel faucibus enim, sit amet tristique quam
Nunc non odio aliquam
Nulla velit erat, tempor vel dolor nec
Nullam rutrum mi urna
Sed leo enim, lobortis egestas mattis
Nam nisl purus, fermentum