Project overview
As the sole designer, I led the visual rebranding for 90GO—a popular Chinese luggage brand for young consumers—during its 2021–2022 brand upgrade. My work included brand repositioning, a refreshed visual system, updated brand manual, and packaging design, helping the brand connect with a younger, trend-conscious audience.
From a sub-brand to gaining its own voice: 90GO brand re-positioning
Originally tied to Xiaomi’s simple, friendly design ethos, 90GO first gained popularity for its affordable, quality luggage. For this rebrand, I helped shift the focus to a more defined audience—college students and young mothers aged 18–35 in major Chinese cities. The goal was to create a youthful, energetic, and cool brand image that resonates with this new, style-conscious market.
Color palette
In collaboration with 90GO’s product design team, I conducted in-depth research on trends in the luggage and bag industry. While focusing on suitcases, we also explored categories like purses, totes, and backpacks to support the brand’s expansion. This research informed the visual strategy and ensured alignment with both market trends and product innovation.
Typefaces and layout
To help 90GO stand out on Chinese e-commerce platforms like Taobao, I designed marketing visuals tailored for digital retail. I chose Siyuan Heiti for its clean, trustworthy tone in Chinese, paired with Syncopate and Futura to match the brand’s English logotype. These choices ensured visual consistency while adapting to the unique demands of online shopping environments.
Related designAside from basic visuals, we also designed byproducts including shop head, instruction books, and packaging solutions for 90GO.
Quick jump to
W.W.NORTON/LIVERIGHT PUBLISHING-MARKETING DESIGN
WHISPERS IN THE NIGHT-A GROUP PORTRAIT OF HAUNTED EAST ASIANS
ALL WATCHED OVER BY MACHINES OF LOVING GRACE-EXHIBITION DESIGN
MOTION DESIGN
MIIT-SOCIAL SPACE BRANDING
HUNGRY PANDA-MARKETING DESIGN
HIBACHI
LAB-JAPANESE RESTAURANT VISUAL DESIGN