My approach to commercial design is grounded in long-term practice and lived experience.
Across different industries and scales, my work consistently returns to one core question:
I do not see a brand as something that exists primarily as images to be viewed, nor as something confined to screens. A brand exists first in reality—in whether people can sense its presence in daily life, and understand the values and attitudes it represents.
When these values are communicated clearly and consistently over time, and gradually align with the user’s mindset, a brand begins to take on real meaning. This meaning is not created overnight; it accumulates through time and eventually becomes a reflection of a particular era.
That is why, when we think of certain brands, what comes to mind is often not a specific image, but a distinct imprint of their time.
This is what a brand means to me.
Here, I present a selection of brand work developed by ABCD between 2015 and 2025 within China’s consumer market.
From identity systems and color strategies to brand imagery, packaging, physical spaces, and e-commerce platforms, these projects reflect a broad and integrated approach to brand expression.
© All images are sourced from the official ABCD website.
Across different industries and scales, my work consistently returns to one core question:
How design can maintain clear judgment within complex commercial and social systems—and truly become part of everyday life, rather than remaining at the level of concepts or visual form.
I do not see a brand as something that exists primarily as images to be viewed, nor as something confined to screens. A brand exists first in reality—in whether people can sense its presence in daily life, and understand the values and attitudes it represents.
When these values are communicated clearly and consistently over time, and gradually align with the user’s mindset, a brand begins to take on real meaning. This meaning is not created overnight; it accumulates through time and eventually becomes a reflection of a particular era.
That is why, when we think of certain brands, what comes to mind is often not a specific image, but a distinct imprint of their time.
This is what a brand means to me.
Here, I present a selection of brand work developed by ABCD between 2015 and 2025 within China’s consumer market.
From identity systems and color strategies to brand imagery, packaging, physical spaces, and e-commerce platforms, these projects reflect a broad and integrated approach to brand expression.
© All images are sourced from the official ABCD website.