HKJEBN
Scaling the Rainbow Diet Brand System

Client

HKJEBN

Agency

HKJEBN In-house

Industry

Food and Beverage

Background

HKJEBN (樓上) is a major Hong Kong F&B retailer with a fast‑moving retail environment and 1000+ SKUs. When I joined as Design Supervisor, the brand’s signature Rainbow Diet identity existed only as a campaign motif — visually recognisable but structurally inconsistent across packaging, retail, ATL and digital.

My mandate was to transform this fragmented identity into a coherent, scalable brand system that could operate across retail, e‑commerce, CRM and social media.

“The Rainbow Diet identity pre‑existed my tenure… application across packaging, retail and ATL lacked structural discipline.”

“Brand recognition risked fragmentation.”

Brand System Intervention

Structural Governance Defined

I established a full visual governance framework, turning the Rainbow Diet from a loose campaign idea into an operational brand system.

Key system components included:

Colour hierarchy logic across SKUs
Typographic standards and grid systems
Proportional rules for rainbow asset usage
Layout structures for print, digital and retail
Unified benefit communication panels

This shifted the brand from subjective interpretation to codified, repeatable execution.

Cross‑Channel Integration

Packaging System

Built a functional, colour‑coded SKU architecture
Standardised label hierarchy and information flow
Improved shelf clarity and product recognition
Delivered production‑ready dielines and supplier coordination

Retail Environment

Category‑based colour zones
POS and promotional boards
In‑store navigation and product storytelling
DOOH and mall‑scale campaign assets

ATL & Communication

Posters, billboards, newspaper ads
Direct mail and seasonal promotions
Social and website templates

Every touchpoint was governed by one visual logic, ensuring consistency across the entire customer journey.

Billboard-PrinceEdwardRainbow-AW-Dec2019-311219-MockUp.jpg

Poster-2020-冬蟲夏草-Mar2020-Layout-20200225_01_edited.jpg

Social Commerce & E‑commerce Visual System

HKJEBN’s digital ecosystem required a system that could scale across Facebook, Instagram, WeChat and Tmall — each with different content rhythms and conversion behaviours.

My Role

Built a modular social‑first visual system
Designed e‑commerce campaign assets for Tmall
Created frameworks for high‑volume promotional cycles
Collaborated with marketing and commercial teams to align design with business goals

“The challenge was building a consistent, scalable visual system that could communicate product value across a large catalogue.”

This system supported fast‑turnaround content while maintaining brand coherence.

CRM & App Ecosystem — A System of Systems

I extended the brand into HKJEBN’s digital product ecosystem, aligning three parallel systems:

App (Rainbow System) — membership flows, product experience
Social CRM (Purple Signature Device) — high‑frequency engagement
Tmall (Platform‑native system) — conversion‑led e‑commerce

My Role

Led UI layout design for the eMembership app
Provided UX/UI feedback to the development partner
Ensured clarity, hierarchy and mobile‑first usability
Maintained brand consistency across iOS, Android and China builds

“Established a scalable ‘system of systems’ approach — allowing HKJEBN to operate across product, CRM and e‑commerce without forcing a single rigid framework.”

Outcome

Across retail, digital, packaging and CRM, the new HKJEBN brand system delivered:

Stronger brand consistency
Faster production workflows
Clearer SKU differentiation
Scalable templates for future growth
A unified customer experience across all channels

HKJEBN moved from a fragmented visual identity to a mature, multi‑platform brand system capable of supporting high‑volume retail operations and long‑term brand equity.