The Red Apple Furniture
— Brand Refresh Campaign
Context
Red Apple Furniture, a leading home furnishing brand in Asia,
initiated a brand refresh to engage a younger generation
while maintaining trust among its existing customer base.
The campaign was launched at Shenzhen Creative Week,
requiring a cohesive rollout across physical and digital touchpoints.
Challenge
How to redefine the brand’s visual language
to appeal to young families,
while ensuring consistency across:
→ Exhibition space
→ Social media
→ Marketing materials
without diluting brand recognition.
Creative Directn
Approach
- Defined a visual direction that shifts the brand from functional and traditional to expressive, playful, and family-oriented.
- Introduced hand-drawn illustration as a core visual language
- Established a more approachable and narrative-driven tone
- Built a cohesive identity across physical and digital environments
This direction allowed the brand to connect emotionally with younger audiences while maintaining familiarity for existing customers.
System Application
Applied the visual direction across multiple touchpoints:
- Exhibition design and on-site installations
- Social media content and campaign visuals
- Promotional materials and branded merchandise
Ensured consistency by aligning all outputs
under a unified visual system.
Execution Highlights
- Designed campaign visuals and spatial graphics
- Directed visual tone across digital and physical assets
- Oversaw production of branded gifts and materials
- Coordinated with external agency and internal teams
IP Comics
The comic-style content and posters added a friendly, narrative layer to the brand’s online presence, helping Red Apple resonate with younger families and digital audiences.
Click IMG to learn more content.
Innovative Gift Design & Development
Creating engaging New Year gifts for loyal members, including a hand-drawn illustrated calendar and a cute apple-shaped fan.
