La Bouquet
Strategy, Naming, Brand Identity,
Art Direction, Packaging, Social, Website, Guideline
Client — SiYeon
Motion — Sohyun Park
Role — Creative Director, Art Director, Designer
La Bouquet is a feminine fragrance and cosmetics brand that evokes unforgettable memories through the scents it offers. The main fragrance recommended by La Bouquet is one that conjures the feeling of experiencing the fresh scent of a bouquet of flowers through the layering of floral notes.
The name "La Bouquet" is derived from the word "bouquet," which means a bundle of flowers, and the feminine article "La" has been added to create a unique and elegant name. The typography used in the branding and packaging design resembles quick handwritten strokes, evoking emotions and memories, while the black and white color scheme, along with the appropriate white space, adds a poetic touch.
The photo art direction for La Bouquet emphasizes an emotional and cinematic feel, making it seem as though you're pausing a moment in your memories like a scene from a movie, rather than directly capturing the ingredients of the fragrance.
The extended categories include skin care and cosmetics.
&RITUAL
Strategy, Naming, Brand Identity, Art Direction, Packaging, Website, Guideline
Client — &RITUAL
Role — Creative Director, Art Director, Designer
Photographer — Ingmar Chen
Stylist — Selena Liu
&Ritual is a lifestyle wellness supplement brand that simplifies healthy living and offers a fresh approach to wellness. The name reflects the brand’s belief that wellness should become a natural, daily ritual—an essential part of your life. Their mission is to help more people embrace a mindful life centered on health and happiness, guiding them on their journey toward a balanced lifestyle.
The design was created to blend seamlessly into daily life. The packaging is made to be easily carried in pockets or bags, and the visual identity reflects a light, casual lifestyle rather than the typical supplement brand look. It avoids a heavy-handed approach, focusing instead on clarity and simplicity, with easy-to-understand instructions that make it accessible to everyone.
The photo art direction was crafted to reflect the health-focused ingredients and flavors in a way that feels approachable and familiar. It incorporates everyday objects to create a lived-in, curated aesthetic—one that is both beautiful and seamlessly integrated into daily life.
The Seaport
Brand Identity, Art Direction, Naming, Campaign, Website, Social
Client — Howard Hughes
Team — 2x4
Photographer — Don Stahl
Role — Senior Design Lead
As one of the earliest ports in New York and a cornerstone of the city’s history, the Seaport neighborhood has evolved from a hub of trade to a cultural and commercial destination. Looking to reinvigorate the neighborhood, Howard Hughes Corporation partnered with us to reframe the Seaport in the minds of New Yorkers and visitors. We developed a new brand strategy, naming, visual expression, and brand voice as well as a citywide and social media campaign. Our campaign captures an irreverent New York tone and sensibility, through the tagline to “Get Lost. Find New York.” The custom typeface we designed is accented by playful iconography that embodies the eclectic and vibrant character of New York City streets and and the historic nature of the Seaport.
andSons Chocolatiers
Brand Identity, Illustration, Custom Packaging Design
Client — andSons
Team — Base Design
Role — Design Lead
Traditional Novelties From Beverly Hills C.A.
Rooted in a deep understanding of French pastrytraditions, driven by invention and crafted for people with the warmth of Los Angeles California, the vision is to be a game changer in the stale/classic world of fine chocolate.
We created a timeless & iconic brand and a set of high end & collectible packaging that proactively play on the brand’s inherent tensions: Traditional & Contemporary, Respectful & Inventive, Refined & Generous, Masterful & Personal, Luxurious & Surprising.
Tin Building
Campaign, Art Direction, Creative Direction
Client — Tin Building, Jean Georges
Team — 2x4 & Sunny Chen
Photographer — Suzanne Saroff
Role — Senior Design Lead
The Tin Building is a vibrant, eclectic marketplace housing three upscale restaurants and a multitude of market, retail, and casual dining experiences curated by Jean Georges. With a group of diverse partners, 2x4 clarified the organization’s core brand tenets through a comprehensive brand strategy, spanning messaging, communications, and audiences.
