Senior Consumer Brand Designer
HKJEBN
Transforming
A Campaign Identity Into
A Scalable
Brand System
Client
HKJEBN
Industry
FMCG & Retail
Agency
HKJEBN In-house
Category
Brand System, Packaging, Retail, Digital
A System Designed For Creativity
1000+ Products.
30+ Stores.
100,000+ Members.
One Brand Experience.
HKJEBN already had a recognisable brand asset:
The Rainbow Diet.
The challenge was not creating a new identity.
It was transforming an existing campaign graphic into a scalable brand platform capable of supporting thousands of products, multiple retail environments and continuous campaign creation.
The system needed to create consistency across the business while giving the in-house team the freedom to launch new stories, promotions and experiences throughout the year.
System Components
Brand Architecture
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Rainbow Grid
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Triangle Device
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Visual Hierarchy
Retail System
-
POS
-
Store Communication
-
Promotional Displays
Packaging System
-
1000+ SKU Framework
-
Category Navigation
-
Shelf Recognition
Digital Ecosystem
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CRM & Social
-
Membership App
-
E-commerce
Beyond A Brand System
Most brand systems are designed to maintain consistency.
This one was designed to enable creativity.
Working alongside the Design Manager, I helped evolve the Rainbow Diet identity into a flexible framework that governs packaging, retail, CRM, social, e-commerce, and membership experiences.
Rather than limiting creative expression, the system provided a foundation that allowed campaigns, seasonal promotions and product launches to evolve while remaining recognisably HKJEBN.
Creative
SYSTEM
Brand
PLATFORM
The Creative Platform
Once the system was established, it became a platform for ongoing campaign development.
Using a shared visual language, the team could create highly varied campaign concepts across product categories, seasonal promotions and retail activations without rebuilding the brand each time.
This balance between structure and flexibility enabled HKJEBN to maintain recognition while continuously introducing new stories, products and experiences to customers.
Previous Brand Image
