Brand Strategy
Visual Identity
Fashion Design
Campaign

The crossover collaboration between the two young fashion brands, Ginger and LEUR’EM, takes an approach to the eclecticism and practice of New Age, in a spiritual yet minimal way. We took the well known quote, Big Brother is watching you, originally from George Orwell's Nineteen Eighty-Four as a means of controlling and suppressing the will of the populace. In this case to be a metaphor of looking after ourselves from a higher-level perspective, to build better inner selves.

The design was produced into merchandises such as t-shirts, in store displays and banners, postcards and temporary tattoo stickers.

Ginger x LEUR’EM 聯乘系列。以「新紀元」為題，結合新紀元的折衷主義及靈性為主要概念，將一系列的產品於薑館呈現。

「老大哥在看着你」(Big Brother is watching you) 是出自英國喬治·奧威爾在反烏托邦小說《一九八四》的金句，原句中老大哥象徵著極權統治及其對公民無處不在的監控。我們利用金句作為象徵式隱喻，表達作為人類我們應該以高我的姿態時刻提醒自己，建立正面的內在自我。

整套視覺形象以幾何建構，除了呼應「新紀元主義」裡的神聖幾何，我們還將應用在系列的產品及店舖內的主視覺。

是次聯乘的商品包括 — 繡花襯衫、印花襯衫、紋身貼紙及明信片等單品。

The crossover collaboration between the two young fashion brands, Ginger and LEUR’EM, takes an approach to the eclecticism and practice of New Age, in a spiritual yet minimal way. We took the well known quote, Big Brother is watching you, originally from George Orwell's Nineteen Eighty-Four as a means of controlling and suppressing the will of the populace. In this case to be a metaphor of looking after ourselves from a higher-level perspective, to build better inner selves.

The design was produced into merchandises such as t-shirts, in store displays and banners, postcards and temporary tattoo stickers.

Ginger x LEUR’EM 聯乘系列。以「新紀元」為題，結合新紀元的折衷主義及靈性為主要概念，將一系列的產品於薑館呈現。

「老大哥在看着你」(Big Brother is watching you) 是出自英國喬治·奧威爾在反烏托邦小說《一九八四》的金句，原句中老大哥象徵著極權統治及其對公民無處不在的監控。我們利用金句作為象徵式隱喻，表達作為人類我們應該以高我的姿態時刻提醒自己，建立正面的內在自我。

整套視覺形象以幾何建構，除了呼應「新紀元主義」裡的神聖幾何，我們還將應用在系列的產品及店舖內的主視覺。

是次聯乘的商品包括 — 繡花襯衫、印花襯衫、紋身貼紙及明信片等單品。

Brand Strategy
Visual Identity
Fashion Design
Campaign

Client: Ginger, LEUR'EM
Project Management: Chillie Foo, Welda Lee
Design Direction: Billy Cheung
Graphic Design: Cyrus Lee, Venus Cheung, Billy Cheung

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