Senior Consumer Brand Designer
MADE IN
HONG KONG — Cultural Campaign & Visual Storytelling
Client
HKJEBN
Industry
Food & Beverage (FMCG) / Lifestyle Retail
Agency
HKJEBN In-house Team
Category
Brand Transformation / AI Creative
The Brief
Reframe HKJEBN’s “Made in Hong Kong” product line from a traditional, function-led range into a culturally relevant brand for a younger, urban audience.
The Insight
Fast lives. Still craving home-style comfort. The gap isn’t product — it’s perception.
The Idea
HOMEMADE, REWIRED.
A modern reinterpretation of Hong Kong food culture —
where homemade traditions are re-energised for contemporary city life.
Inspired by neon, street culture, and the emotional comfort of home-style food,
the brand transforms “Made in Hong Kong” into a bold,
culturally alive identity for a new generation.
Neon as a Cultural Code
Neon becomes more than an aesthetic — it becomes a visual language of Hong Kong identity.
Bold, immediate, impossible to ignore.
Original Campaign
Selected examples from the original campaign rollout.
Expanding the Visual Language
Building on the original campaign, I explored how a single visual idea could evolve into a broader campaign system across retail, packaging, digital and brand experiences.
Hero Products, Repositioned
Real Food should
keep up with real life.
XO Sauce
Bold, intense, unapologetically Hong Kong.
Herbal Jelly
A bitter classic, reimagined for modern life.
Instant Bidd’s Nest
Premium wellness, made effortless.
HongKong Soup
Comfort, without compromise.
The Impact
A shift from a functional product range to a culturally driven, system-led brand.
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Establishes a distinctive and ownable visual identity
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Expands relevance to younger, time-poor consumers
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Creates a scalable system across packaging, retail, and campaigns
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Positions HKJEBN as a modern expression of Hong Kong food culture
