E&W
E&W
Discover the treasures of European art.
Discover the treasures of European art
A successful brand is not only eye-catching design—it begins with thoughtful research and planning.
E&W
Discover the treasures of European art.
A successful brand is not only eye-catching design—it begins with thoughtful research and planning.
E&W
Discover the treasures of European art
A successful brand is not only eye-catching design—it begins with thoughtful research and planning.
End-to-End Build
End-to-End Build
From zero to launch, we built a distinctive brand for E&W. From deep market analysis, to an effective brand strategy, to a complete visual system—every step was planned to make the story land.
From zero to launch, we built a distinctive brand for E&W. From deep market analysis, to an effective brand strategy, to a complete visual system—every step was planned to make the story land.
[Phase 1] Market Insight
[Phase 1] Market Insight
We analyzed the market, mapped target users, and studied use scenes and buying motives—laying a solid foundation.
We analyzed the market, mapped target users, and studied use scenes and buying motives—laying a solid foundation.
[Phase 2] Strategy
[Phase 2] Strategy
We defined the brand idea, story, and values, shaped the core, and created a memorable slogan to set E&W apart.
We defined the brand idea, story, and values, shaped the core, and created a memorable slogan to set E&W apart.
[Phase 3] Visual Identity
[Phase 3] Visual Identity
From the logo to a full identity system, we delivered packaging and collateral so the brand leaves a clear impression at every touchpoint.
From the logo to a full identity system, we delivered packaging and collateral so the brand leaves a clear impression at every touchpoint.
Brand
Positioning
Brand
Positioning
Core - Keywords
Brand Positioning
Core - Keywords
1/ Exquisite
Emphasize refined quality and taste. Care for detail in selection and design, and pursue a high standard.
2/ Cultural Fusion
Blend European art sensibilities with contemporary Eastern lifestyles to present a cross-cultural aesthetic.
3/ Unique
Highlight the one-of-a-kind character of each piece—limited, curated, and personal.
4/ Light Luxury
Position for accessible luxury: quality and comfort for consumers who value taste and experience.
5/ Artisanal
Stress the spirit of handcraft—authentic materials, careful making, and the value of workmanship.
6/ Art of Living
Integrate art into daily life so everyday use becomes an aesthetic experience.
Brand Positioning
Core - Keywords
1/ Exquisite
Emphasize refined quality and taste. Care for detail in selection and design, and pursue a high standard.
2/ Cultural Fusion
Blend European art sensibilities with contemporary Eastern lifestyles to present a cross-cultural aesthetic.
3/ Unique
Highlight the one-of-a-kind character of each piece—limited, curated, and personal.
4/ Light Luxury
Position for accessible luxury: quality and comfort for consumers who value taste and experience.
5/ Artisanal
Stress the spirit of handcraft—authentic materials, careful making, and the value of workmanship.
6/ Art of Living
Integrate art into daily life so everyday use becomes an aesthetic experience.
Customer
AVATAR
Real customer insight isn’t guesswork. We study people from multiple angles—demographics, needs, buying triggers, budget, channels, objections, and the context of use.
The five views shown here are the essentials; the full research also covers price tolerance, decision roles, brand cues, seasonality, gifting vs self-use, and more.
Customer AVATAR
Real customer insight isn’t guesswork. We study people from multiple angles—demographics, needs, buying triggers, budget, channels, objections, and the context of use.
The five views shown here are the essentials; the full research also covers price tolerance, decision roles, brand cues, seasonality, gifting vs self-use, and more.
Age
Urban adults in their late-20s to 40s who have begun to pursue quality of life. They value taste, comfort, and cultural experience, and have the ability to pay for higher-quality goods.
Gender Split
Primarily female (around 60%), male about 40%. Women often make the purchase decisions for gifts, home aesthetics, and daily quality items.
Income Level
Middle to upper-middle income with stable discretionary budget. Willing to pay for well-made, tasteful products and artisanal work.
Taste & Lifestyle
Seek refinement without ostentation. Prefer light-luxury, clean design, and a calm color palette. Care about packaging and the overall experience; enjoy creating a sense of ritual in everyday life.
Cultural Interests
Interested in museums, exhibitions, travel, art history, and cross-cultural aesthetics. Like bringing art into daily life—home décor, stationery, tableware—and appreciate small-batch, handcrafted pieces.
Customer AVATAR
Real customer insight isn’t guesswork. We study people from multiple angles—demographics, needs, buying triggers, budget, channels, objections, and the context of use.
The five views shown here are the essentials; the full research also covers price tolerance, decision roles, brand cues, seasonality, gifting vs self-use, and more.
Age
Urban adults in their late-20s to 40s who have begun to pursue quality of life. They value taste, comfort, and cultural experience, and have the ability to pay for higher-quality goods.
Gender Split
Primarily female (around 60%), male about 40%. Women often make the purchase decisions for gifts, home aesthetics, and daily quality items.
Income Level
Middle to upper-middle income with stable discretionary budget. Willing to pay for well-made, tasteful products and artisanal work.
Taste & Lifestyle
Seek refinement without ostentation. Prefer light-luxury, clean design, and a calm color palette. Care about packaging and the overall experience; enjoy creating a sense of ritual in everyday life.
Cultural Interests
Interested in museums, exhibitions, travel, art history, and cross-cultural aesthetics. Like bringing art into daily life—home décor, stationery, tableware—and appreciate small-batch, handcrafted pieces.
Logo Concept
LOGO CONCEPT
The core idea is to blend Eastern and Western aesthetics.
The mark combines calligraphic energy with modern geometric structure to express the creativity and craft behind “E&W Essentials.”
The circular motif echoes the Eastern idea of wholeness and harmony, while also conveying Western poise and strength.
From the Name
From the Name
Starting with the name “E&W Essentials,” the logotype merges cultural elements from East and West.
The rounded “e” carries brush-like curves found in calligraphy; the more constructed “W” adds clarity and strength.
Together, they reflect a respect for craft and art, and reinforce the brand’s commitment to artisan quality.
Logo Concept
The core idea is to blend Eastern and Western aesthetics.
The mark combines calligraphic energy with modern geometric structure to express the creativity and craft behind “E&W Essentials.”
The circular motif echoes the Eastern idea of wholeness and harmony, while also conveying Western poise and strength.
From the Name
Starting with the name “E&W Essentials,” the logotype merges cultural elements from East and West.
The rounded “e” carries brush-like curves found in calligraphy; the more constructed “W” adds clarity and strength.
Together, they reflect a respect for craft and art, and reinforce the brand’s commitment to artisan quality.
Letterforms
Letterforms
“e” mark — Treated like a seal/badge. Its rounded form contrasts with the sharper letter shapes, scales well across sizes and materials, and conveys warmth and elegance.
“W” form — The split, frame-like structure improves recognition and suggests precision and build quality. It symbolically brings two worlds together—supporting the idea of “Art in Life, East Meets West.”
Letterforms
“e” mark — Treated like a seal/badge. Its rounded form contrasts with the sharper letter shapes, scales well across sizes and materials, and conveys warmth and elegance.
“W” form — The split, frame-like structure improves recognition and suggests precision and build quality. It symbolically brings two worlds together—supporting the idea of “Art in Life, East Meets West.”
BRAND STORY
BRAND STORY
E&W Essentials
E&W Essentials
The name stands for the union of East and West. “Essentials” means the brand offers more than products—it serves everyday living and reflects a desire and pursuit of a better life.
Brand Concept
Brand Concept
“Cultural fusion, tasteful living”
“Cultural fusion, tasteful living”
E&W Essentials blends the essence of Eastern and Western culture into its product design. Through carefully selected and designed gifts, it offers people who seek a high-quality life choices that carry artistic value and cultural character.
BRAND STORY
E&W Essentials
The name stands for the union of East and West. “Essentials” means the brand offers more than products—it serves everyday living and reflects a desire and pursuit of a better life.
Brand Concept
“Cultural fusion, tasteful living”
E&W Essentials blends the essence of Eastern and Western culture into its product design. Through carefully selected and designed gifts, it offers people who seek a high-quality life choices that carry artistic value and cultural character.
BRAND Values
BRAND Values
From classic paintings and prints to handcrafted jewelry, from fine porcelain to modern objects—every piece is selected and designed with care.
Each item tells a story of art, history, and culture.
The brand exists to give people a way to connect with world cultures through products, turning every home into a space filled with stories and beauty.
BRAND Values
From classic paintings and prints to handcrafted jewelry, from fine porcelain to modern objects—every piece is selected and designed with care.
Each item tells a story of art, history, and culture.
The brand exists to give people a way to connect with world cultures through products, turning every home into a space filled with stories and beauty.
Color System
The palette is quiet and museum-grade so the artwork stays center stage. It reflects “East meets West”: calm, refined, and warm to the touch.
Color System
The palette is quiet and museum-grade so the artwork stays center stage. It reflects “East meets West”: calm, refined, and warm to the touch.
Core Colors
1/ PANTONE Black 6 C – Deep gallery black. Used for logotype, typography, and fine lines. Creates strong contrast and frames the art.
2/ PANTONE 5655 C – Soft stone/grey-green. Main background tone for packaging, web, and space. Feels composed and light-luxury.
Neutrals & Whites
1/ PANTONE Transparent White – Clean white / translucent finishes. Used for negative space, overlays, and high-key product shots to convey purity.
2/ Warm Neutrals (sand, ivory, taupe, blush) – Add warmth and an artisanal feel, echoing paper, clay, and fabric. Good for labels, wrap, and inner packaging.
Why this works
Lets the art and objects lead; colors never compete with details.
Balances elegance (Black 6 C) with ease (5655 C + warm neutrals)—matching the “light luxury” position.
Reads well in print and digital; high contrast meets accessibility needs.
Color System
The palette is quiet and museum-grade so the artwork stays center stage. It reflects “East meets West”: calm, refined, and warm to the touch.
Core Colors
1/ PANTONE Black 6 C – Deep gallery black. Used for logotype, typography, and fine lines. Creates strong contrast and frames the art.
2/ PANTONE 5655 C – Soft stone/grey-green. Main background tone for packaging, web, and space. Feels composed and light-luxury.
Neutrals & Whites
1/ PANTONE Transparent White – Clean white / translucent finishes. Used for negative space, overlays, and high-key product shots to convey purity.
2/ Warm Neutrals (sand, ivory, taupe, blush) – Add warmth and an artisanal feel, echoing paper, clay, and fabric. Good for labels, wrap, and inner packaging.
Why this works
Lets the art and objects lead; colors never compete with details.
Balances elegance (Black 6 C) with ease (5655 C + warm neutrals)—matching the “light luxury” position.
Reads well in print and digital; high contrast meets accessibility needs.
BEFORE WE WORK TOGETHER
01
Who is this for, exactly?
02
CAN I TEST YOUR WORK BEFORE COMMITTING?
03
WHAT IF I DON’T LIKE THE FIRST DRAFT?
04
CAN I GET A REFUND?
05
HOW MUCH DOES IT COST?
06
HOW DO I GET A QUOTE?
07
CAN YOU HELP WITH COPYWRITING?
08
HOW FAST IS DELIVERY?
09
CAN I ASK FOR THE SOURCE FILES?
10
CAN I CHANGE MY MIND AFTER APPROVING?
11
WHAT IF I DON’T LIKE THE FONTS YOU USE?
12
WHAT IF I’M NOT HAPPY WITH THE ATTITUDE OR SERVICE?
13
CAN I USE YOUR WORK FOR PRINT, SOCIAL, OR ADS?
14
CAN I INVITE YOU FOR ONGOING WORK?
//FAQ
Concerns
BEFORE WE WORK TOGETHER
Who is this for, exactly?
CAN I TEST YOUR WORK BEFORE COMMITTING?
WHAT IF I DON’T LIKE THE FIRST DRAFT?
CAN I GET A REFUND?
HOW MUCH DOES IT COST?
HOW DO I GET A QUOTE?
CAN YOU HELP WITH COPYWRITING?
HOW FAST IS DELIVERY?
CAN I ASK FOR THE SOURCE FILES?
CAN I CHANGE MY MIND AFTER APPROVING?
WHAT IF I DON’T LIKE THE FONTS YOU USE?
WHAT IF I’M NOT HAPPY WITH THE ATTITUDE OR SERVICE?
CAN I USE YOUR WORK FOR PRINT, SOCIAL, OR ADS?
CAN I INVITE YOU FOR ONGOING WORK?
BEFORE WE WORK TOGETHER
01
Who is this for, exactly?
02
CAN I TEST YOUR WORK BEFORE COMMITTING?
03
WHAT IF I DON’T LIKE THE FIRST DRAFT?
04
CAN I GET A REFUND?
05
HOW MUCH DOES IT COST?
06
HOW DO I GET A QUOTE?
07
CAN YOU HELP WITH COPYWRITING?
08
HOW FAST IS DELIVERY?
09
CAN I ASK FOR THE SOURCE FILES?
10
CAN I CHANGE MY MIND AFTER APPROVING?
11
WHAT IF I DON’T LIKE THE FONTS YOU USE?
12
WHAT IF I’M NOT HAPPY WITH THE ATTITUDE OR SERVICE?
13
CAN I USE YOUR WORK FOR PRINT, SOCIAL, OR ADS?
14
CAN I INVITE YOU FOR ONGOING WORK?
BEFORE WE WORK TOGETHER
01
Who is this for, exactly?
02
CAN I TEST YOUR WORK BEFORE COMMITTING?
03
WHAT IF I DON’T LIKE THE FIRST DRAFT?
04
CAN I GET A REFUND?
05
HOW MUCH DOES IT COST?
06
HOW DO I GET A QUOTE?
07
CAN YOU HELP WITH COPYWRITING?
08
HOW FAST IS DELIVERY?
09
CAN I ASK FOR THE SOURCE FILES?
10
CAN I CHANGE MY MIND AFTER APPROVING?
11
WHAT IF I DON’T LIKE THE FONTS YOU USE?
12
WHAT IF I’M NOT HAPPY WITH THE ATTITUDE OR SERVICE?
13
CAN I USE YOUR WORK FOR PRINT, SOCIAL, OR ADS?
14
CAN I INVITE YOU FOR ONGOING WORK?
Let'S TALK
VISUALS THAT SELL
BASED IN BEIJING
working globally
DIRECT RESPONSE Designer
AI VISUAL STRATEGIST
Minimal aesthetics. Strategic thinking. Design that sells.
I'm a visual designer crafting bold, high-converting visuals for global brands — across digital campaigns, product showcases, and AI-powered imagery.
Let'S TALK
VISUALS THAT SELL
Minimal aesthetics. Strategic thinking. Design that sells.
I'm a visual designer crafting bold, high-converting visuals for global brands — across digital campaigns, product showcases, and AI-powered imagery.
Let'S TALK
VISUALS THAT SELL
BASED IN BEIJING
working globally
DIRECT RESPONSE Designer
AI VISUAL STRATEGIST
Minimal aesthetics. Strategic thinking. Design that sells.
I'm a visual designer crafting bold, high-converting visuals for global brands — across digital campaigns, product showcases, and AI-powered imagery.
Let'S TALK
VISUALS THAT SELL
BASED IN BEIJING
working globally
DIRECT RESPONSE Designer
AI VISUAL STRATEGIST
Minimal aesthetics. Strategic thinking. Design that sells.
I'm a visual designer crafting bold, high-converting visuals for global brands — across digital campaigns, product showcases, and AI-powered imagery.