HEALTHY IMPO
I was approached by a business in the import-export industry that sought to bring high-quality European produce into Asia. They needed a new brand with an identity that would resonate with the tastes and sensibilities of their target audience.
After extensive research, I crafted a fresh, modern, and playful brand that would speak to Asian consumers. The name - Healthy Impo - was reimagined as Hi, a simple, friendly greeting that encapsulated the brand’s approachable and vibrant ethos.
For the visual identity, I chose vibrant shades of green and blue to communicate health and nature. The design also featured wavy lines and subtle natural references, like splashes and rolling hills, which aligned perfectly with farm-based products on offer, particularly milk and fruit.
While the company's management initially preferred a more traditional Western aesthetic, with clean lines, serif fonts, and deep colors like burgundy and navy, I was able to demonstrate how a more approachable and culturally relevant design would be far more effective in appealing to Asian markets.
For the Hi brand’s milk products, I designed a catalogue that placed a strong emphasis on quality. The design featured dynamic splashes, subtly alluding to the freshness and purity of the milk while reinforcing the brand’s connection to nature. The imagery showcased clean, pollution-free skies, fertile green fields, and rolling hills, reflecting the sustainable, farm-to-table philosophy of the brand.
For the Hi brand's apples catalogue, highlighted the premium quality and rich history of the apples, while emphasizing the clean production methods behind them. The catalogue focused on the different apple varieties, showcasing their unique flavors and health benefits. The visuals incorporated clean, crisp, and contrasting colors, paired with images of healthy trees and modern farming equipment, creating a fresh and vibrant aesthetic.
CATALOG
Website
The website for Hi was designed with simplicity and clarity in mind. The design featured just three core pages: an About page, a Contact Us page, and a Product page. This minimal approach ensured that foreign language visitors could easily navigate the site while accessing information about the company’s product offerings.
The site featured a clean, modern aesthetic, in line with the brand’s identity. The clean design of the page allowed the embedded product catalogues to speak for themselves, with bold images and clear, concise information guiding potential customers through the brand’s offerings in a visually engaging manner.
ANIMATIONS
To further enhance the user experience on the Hi website, I designed several simple yet impactful animations using Adobe After Effects. These animations, including a waving hand and a cup filling with milk, added a playful and dynamic element to the site. Each animation was crafted using the brand's icons, colors, and signature wavy lines to ensure consistency with the overall visual identity. These subtle yet engaging animations helped bring the brand to life online, reinforcing the modern, approachable, and fun character of Hi while keeping the design clean and focused.
