Kapok In full bloom — a flexible floral system embodying the brand's friendly, energetic spirit.

💭 Thoughts on This Project

When I first received the brief, I knew it would be a challenge — and an exciting one. Designing an identity to celebrate Kapok’s 15th anniversary meant creating something that could live across merchandise, store decor, digital content, and brand collaborations — and still feel cohesive, flexible, and true to their spirit.

I didn’t want to create just a single logo or campaign identity. I wanted to build a system — something rooted in their story. That’s when I came back to the name itself: Kapok — a flower that blooms every spring in Hong Kong. The brand was named after a kapok tree near their very first shop. What could be more fitting to mark 15 years than a return to that origin?

So I started with the letter “K” and evolved it through the form of the flower — growing it into a visual system that could scale from a single emblem to full-blown patterns. It felt symbolic of Kapok’s own journey: from a single lifestyle shop to a network of stores shaping Hong Kong’s design and retail scene.

One of the most rewarding parts? Seeing how Kapok continues to use this identity years later — not just for the anniversary, but as part of their ongoing brand language. That’s when you know it worked.