HK FRESH
Local Food Market Lifestyle Branding
Deliverables:
Content Planning . Social Media Post Design (Instagram, Linkedin) . Video Shooting . Video Editing . Food Styling
HK FRESH began as a simple lifestyle content platform celebrating Hong Kong’s wet markets, local ingredients, and culinary traditions. Over three years of collaboration, I shaped its creative strategy, visual identity, and ongoing campaign execution—helping transform it into a culturally resonant brand with a strong and growing community presence.
My approach was to elevate the ordinary into the extraordinary: reframing everyday ingredients and recipes through visual storytelling that was both accessible and aspirational.
My Role: Creative Strategy · Visual Branding · Motion Graphics · Video Production · Social Media Content Design
Tools Used: Photoshop . Illustrator . After Effect
Food can have its own aesthetics —art for the everyday.
This guiding idea shaped the entire brand experience. I approached HK FRESH not just as a food platform, but as an artistic and cultural lens, transforming the act of cooking and eating into a form of everyday creativity.
Creative Strategy & Visual Direction*
Creative Strategy & Visual Direction*
Built and evolved a cohesive brand identity that stayed fresh across three years of campaigns while maintaining recognisability.
Developed content pillars and post formats that balanced education with aesthetics—spotlighting seasonal ingredients, culinary stories, and market culture.
Helped drive 60% fan growth by crafting a content ecosystem that was consistent, engaging, and visually striking.
Impact
HK FRESH became more than just a content platform—it grew into a visual archive of Hong Kong’s food culture, resonating with both local and global audiences.
digestible, shareable moments.
Monthly Social Content Production
“Fun Facts About Ingredients” Series: Designed playful infographics and lightweight animations that distilled cultural knowledge into digestible, shareable moments.
Created magazine-inspired layouts for monthly recipe features—blending realism, artistry, and culinary storytelling to give everyday dishes a premium feel.
Video Production
Recipe Stories: Directed and produced monthly cooking videos, handling concept, scripting, shoot direction, and post-editing. These films captured the soothing, refreshing mood of food storytelling, aligning with HK FRESH’s brand tone.
Produced and directed a series of visually engaging recipe videos celebrating Hong Kong’s local ingredients and culinary culture. Each video blended soothing cinematography with clear step-by-step storytelling, turning everyday cooking into an aesthetic and educational experience. Designed to inspire viewers while strengthening HK FRESH’s identity as a trusted source for food knowledge and local lifestyle content.
Results
For HK FRESH, I wasn’t just producing content—I was building a lifestyle brand from the ground up, rooted in cultural identity yet expressed in a universal design language. The project demonstrates my ability to:
Drive long-term brand growth through consistent creative direction.
Balance education, storytelling, and aesthetics to connect with audiences.
Execute across multi-format platforms—from social graphics to video production.
This case study shows how I can blend cultural insight with creative strategy to craft brands that resonate deeply, both emotionally and visually.