Website Revamp
We developed a comprehensive digital brand identity for a new brand under Ajisen Group targeting Hong Kong. Inspired by multiple brands within the group, we created a modern and captivating website alongside a full brand identity package, including logo, visual system, and promotional videos. By leveraging digital innovation, we revitalized a traditional F&B business and delivered a fresh, compelling brand experience to customers, investors, and stakeholders in Hong Kong.
Challenges
Translating a traditional F&B group's legacy into a fresh, digital-first identity without losing the equity built across its parent brands.
Synthesising design DNA from multiple Ajisen Group brands into one coherent visual system, instead of a mash-up.
Solutions
Built a modular visual system (logo, type, motion, colour) that pulls signature cues from the parent brands but resolves them into one modern, ownable identity.
Designed the site around appetite-first storytelling — leading with video and food cinematography so the brand is felt before it's read.
Takeaway
A brand isn't a logo — it's the rhythm a user feels across every touchpoint. The hardest UX/UI work here wasn't designing screens; it was setting a tempo (motion, spacing, type pacing) that stayed consistent from the hero video to the smallest button hover. When the rhythm holds, the brand feels real — and that's what made a traditional F&B group read as something genuinely new.