LAN
Branding
Marketing Strategy
LAN is a high-end tea house inspired by Chinese aesthetics, created to offer a serene, relaxing interior space where people can reconnect with nature. In this project, I led the process from concept development to spatial design, as well as brand identity creation, including logo design and online promotion. The result is a space and brand identity that blends traditional culture with modern aesthetics—allowing contemporary individuals to rediscover themselves and connect with others through the art of tea.
LOGO
IDENTITY
The brand mark draws inspiration from the form of traditional Chinese tea tables and the architectural silhouette of classic Chinese rooftops. Through a contemporary design approach, it merges cultural heritage with modern aesthetics into a unified visual identity.
PACKAGING
DESIGNIn the packaging design, I combined traditional Chinese lattice window patterns with a modern grid system to create six unique tea labels. Wood was chosen as the primary material for the tea containers, complemented by carefully selected paper textures and thicknesses. In my view, a premium brand should focus not only on its visual language but also on the sensory experience — including materiality and touch.
PROMOTIONAL
POSTERStorytelling is also an essential element in LAN’s design philosophy. In the poster series, three different narratives are presented — the origin of the name LAN, the experience offered to customers, and the poetic process of tea blooming in the cup.
BRAND PROMOTIONAL
VIDEO
I also created a promotional video for LAN, showcasing the brand’s philosophy, our services, and—most importantly—the sense of serenity and relaxation that LAN offers. The video also includes our location and visual identity elements.
The video was produced using materials sourced online as well as my own rendered visuals and graphic assets. I edited the entire piece in CapCut, combining motion design and transitions to build a calm visual rhythm. The 3D packaging scenes were modeled and rendered in Blender, adding depth and texture to the overall presentation.
EDITORIAL
FACING BOOKStorytelling is also an essential element in LAN’s design philosophy. In the poster series, three different narratives are presented — the origin of the name LAN, the experience offered to customers, and the poetic process of tea blooming in the cup.
WEBSITE
DESIGN
As a modern high-end tea house, LAN naturally has its own website. The overall design is minimalist, emphasizing clarity and key information. Visitors can make reservations, purchase tea, and fulfill other needs directly through the site.
ENVIRONMENTAL
DESIGNWe wanted our guests to experience the calm and relaxation of nature even while indoors. To achieve this, we incorporated a semi-open traditional Chinese courtyard design, allowing visitors to feel a connection to nature within the interior space.