Wendy Li

Maker, thinker, printer, typographer, illustrator, 2D & 3D motion graphic designer. Ideas comes first.

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By Category:
Interactive and Film
 Publication, Typography and Illustration
Branding and Marketing
Wendy Li

Maker, thinker, printer, typographer, illustrator, 3D motion graphic designer. Ideas comes first.
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Selected Projects
Interactive and Film
Print, Typography and Illustration
Branding and Marketing

Cath Kidston  


Create a new set of visal identity and brand strategy that modernize the brand without losing its colourful, printed quality unique to Cath Kidston.


Strategy and Branding
April 2021


We conducted a thorough research into its market position, competitors, brand values and assets in order to construct a new set of strategy and visual directions︎︎︎


The wordmark was redesigned by referencing Cath Kidston’s original logo, and a lettermark was derived from it︎︎︎





A set of visual elements were extracted from the logo design to use on various applications as patterns.︎︎︎




The set of visual elements should have the painted/printed quality, and should be versatile but highly recognizable.
They should not be totally different from what Cath Kidston used to be, but fit well with the new brand strategy by being more modern and mature.
They should go well with all kinds of different product patterns and artists collaborations.








The brand could be collaborating with differnt print and pattern artists/designers to make its products more versatile.
With artists collaborations, there will be different packaging and campaigns, emphasizing the style of the collaborator.︎︎︎



Build community within the customer base and provide them with a platform for communication with publications and workshops︎︎︎