Role: Art Director, Lead Graphic Designer and Props Stylist
PROBLEM
Giving China’s First Plant-Based Brand a Voice
Product: Natural Care Product Catalog
Team: Creative Capital Agency
Duration: 10 weeks
The challenge was to create a catalog that visually communicated the brand’s natural essence, stood out on store shelves, and provided a clear, minimalist design for China’s first all-natural, plant-based product line.
SOLUTION
A Vibrant, Minimalist Catalog That Tells a Natural Story
Design solution
Delivered a cohesive design solution with a clean, minimalist layout and vibrant product colors to enhance visibility. The use of real-life props, natural settings, and sustainable styling reinforced the brand’s organic essence, creating
a memorable, high-quality catalog aligned with the client’s vision.
RESEARCH
Understanding the Brand to Build Recognition
Client Collaboration: Participated in multiple meetings with the client to understand their vision and expectations.
Defining the values of the brand: Analyxed a whole Brand book and brand story.
Brand Colors: Focused on using brand color from the product lines to create a memorable visual story throughout of the catalog.
DESIGN PROCESS
User Research a way to achieve goals with 90% success
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Internal Creative Competition
To kick off the project, our creative agency held an internal brainstorming competition. Designers and art directors presented their concepts to the team, with the best idea selected to lead the project. My winning concept secured my role as Art Director and lead designer, setting the creative direction for the catalog.
Concept Development
Collected and presented a shooting mood board to define the style and aesthetic, ensuring it aligned with the brand’s natural and plant-based values.
Presented the initial concept and layout to the client for feedback and approval, ensuring alignment with their vision before moving forward.
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Layout and Shooting Directions:
Designed the catalog layout to ensure ease of reading and product focus.
Provided detailed shooting directions for the photoshoot to capture products in a natural, real-life setting.
Props Styling and Photoshoot:
Sourced suitable props and locations for a one-day photoshoot in a real Shanghai house.
Styled the shoot to ensure visual consistency with the brand’s organic and natural look, creating an authentic, relatable aesthetic.
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Final Execution:
Prepared the final technical files for print, ensuring high-quality production of the catalog.
OUTCOME AND IMPACT
Final Implementation and Results
Results: The client praised the catalog’s clean design and cohesive branding, which aligned perfectly with their vision. Positive feedback from both the client and customers on the catalog’s professional and natural presentation.
The catalog effectively communicates the brand’s natural essence while ensuring easy recognition of product lines on store shelves. I prepared technical files according to printing specifications and tested print prototypes to ensure readability and accurate color reproduction. After internal reviews and client feedback, the final layout was refined and approved for high-quality production.