Story begins  —

Through understanding the story of the brand, I got to know that “斜一行” is taken from "協益行", which is the business run by the client's grandfather at the corner, like a grocery store in the La riviere a l'envers. This also result in the brand's tone, to be humanistic and emotionally inherited.

The core concept of the brand is: intangible experience exchanges tangible designs. As a designer, work is to take a cross-section of the self, deconstruct it, add new stories, and restructure it into a new language to communicate with other people in the world. 

Design concept  —

The message conveyed by the brand logo is a storyteller of deconstruction and structure. It is in line with the rational, neat, modern and simple positioning of the brand concept.

1. Represent the brand concept: “The storyteller that takes out the cross-section of the self, deconstructs and structure”.

2. Blend the structure in the Chinese “斜” strokes.

3. Symbolize the concept of "協益行" at the corner, allowing the story to pass on.

Project review  —

The whole project was proceeded very smoothly, and the client was very satisfied at the end. The stakeholder is also working in design industry, which made the communication quite effortless:)