Justin Tsang discovers his debut cookbook designed by Blonder Brand is an instant bestseller. He is wearing a beige cap with a pink pig sticker and a plaid jacket.
Book titled 'Long Day? Cook This. Easy East Asian Recipes with a Twist' by Justin Tsang with a black and white wavy pattern on the top and bottom, and a circular sticker with a person's face in the top right corner.
Book cover titled 'Long Day Cook' with black and white wavy pattern background, pink and green text. 
client: PENGUIN RANDOM HOUSE 
AUTHOR: JUSTIN TSANG

Translating a vibrant personality into a distinctive brand language.

FEATURED WORK

Design direction and cover design, shaping the visual language of a bestselling Penguin cookbook by debut author Justin Tsang. Featured by Nigella Lawson, Jamie Oliver and the BBC.

• DESIGN DIRECTION 
• COVER DESIGN 
• ILLUSTRATION 
• TALENT BRANDING
Three beige skincare products with the brand name 'Nüdi' visible, including a tall rectangular bottle, a square container, and a small rectangular item, all placed on a plain gray background.
Bathroom mirror with the word 'Wash' written in the condensation surface, with pink tiled wall and bathroom accessories below.
Advertising display with photos of smiling people and text promoting simple skincare by nüdi in an urban street setting.

Brand system and packaging design for a modern skincare brand.

Naming, brand identity and packaging, establishing a calm, confident visual system for a fresh skincare brand across key touchpoints.

STRATEGY • NAMING • CREATIVE DIRECTION • BRAND IDENTITY • PACKAGING
Hand holding a cup of coffee with latte art, a heart design, and a colorful
A man and a woman sit at a wooden table outside a cafe, opening checkered paper bags and smiling. There are two cups of coffee and a plate with pastries on the table.
Inside a cafe, with a coffee machine, stacked paper cups, a lighted sign reading 'KOFFEE MART,' a menu on the wall, and large windows showing a street view outside.
3D text in pink and black reading "OFF-E

London’s cult-coffee shop, with reach far beyond the store.

A logo-led identity for Superette that quickly became recognisable and widely photographed, adopted organically across social media and popular culture.

CREATIVE DIRECTION • BRAND IDENTITY • PACKAGING • RETAIL DESIGN
A set of skincare bottles with white packaging and black text, labeled SINSIS, arranged on a plain white background.
Two bottles of skincare product labeled 'Overnight Moisture Hit' with large black letters spelling 'SKIN' behind them on a white background.
Billboard with three images of sinks: a pink sink with running water, a person sitting on a blue tiled wall with bare legs, and a pink sink with a faucet attached to a beige tiled wall. Text reads: 'Let that sink in... sink'.
Two skincare product pouches with pink caps hanging from a black decorative sign that reads 'SINK' in large black letters, attached to a green tiled bathroom wall with a sink faucet visible at the bottom.

A ritual-led approach to skincare, beginning in the bathroom.

Brand direction and identity built around the sink as the anchor point of care, translating everyday behaviour into a coherent visual system.

STRATEGY • NAMING • CREATIVE DIRECTION • BRAND IDENTITY • PACKAGING
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