That’s a wrap – 2022
A reflective look of the projects and work from the past 12 months.
That’s a wrap – 2022
5 min read
Words by Jen Barry
It’s been a very busy 2022 for our team with a total of 7 rebrands, 6 new brand building projects, and 4 ongoing brand management retainers, (which included 10 collection launches and 12 collaborations).
We kicked off the new year with a new look and refreshed brand identity for Hong Kong based start-up Butler. Our strategy and positioning work started at the back end of 2021, but the new identity completed in 2022, with us designing a bolder, more contemporary visual system for the brand that was more in tune with their consumers.
In February, we proudly launched online wine curator and distributor Grapeful. One of our long term partnership clients in which our team in Hong Kong are the brand’s creative lead for all ongoing communications, strategy, and design. Since the launch, we have collaborated with 8 artists to create unique commissioned work for the brand, launched Grapeful’s dinner series – an initiative with local Melbourne and Sydney talent to host an intimate dinner sponsored by Grapeful – and most importantly helped to increase sales 9 fold. A hugely successful partnership that will see us poppin’ some extra bottles of fizz (and documenting it all for extra content for the brand…).
In March, Undivided Ventures was born. Founded by Alex Bent, of property group District 15 (which Constant was responsible for the brand strategy and identity of Yat Fu Lane and The Nate), the specialist VC firm invests in early stage companies that seek to meet the build environment’s most urgent sustainability challenges. It was an interesting branding project for the team to create something unique and surprising in a traditionally boring sector.
You would think that having travel restrictions in place for Hong Kong made it easier to buckle down and focus on the jobs at hand, but if anything it made it more difficult and harder to find refreshed perspectives and inspiration, which is why we are even more proud of the work we’ve achieved this year.
In April, we reconnected with ex WSJ journalists Andrew and Tom to help them design the next iteration of Project Brazen’s website, something that was truly reflective of the global positioning the journalism studio and production company had. Since launching in 2021 (which our team were responsible for the brand identity), they had gained a lot of traction with internationally recognised podcasts and shows under their belt, and they needed a website to reflect their growing portfolio of work.
As we approached Summer, we partnered up with online wholesale marketplace Peeba to help them design a visual strategy that aligned with their future goals. Our team were responsible for strategic repositioning and rebranding work, with our main challenge for how to create a brand that was both appealing to brand owners and retailers. Our strategic work helped to identify and bring out the key brand narrative for the company, inclusive of the new tagline BUY SMART, SELL MORE to help set the marketplace apart from global competitors.
In June, on the other side of the world in Europe we hosted our first event for our own venture Veark, in collaboration with leading international design and interiors magazine Apartmento. Partnering with restaurant otto in Berlin’s Mitte, the cozy setting consisted of a regional menu and captured our shared love for food, wine, and good company.
Back in Hong Kong, we started a long-term project with Hong Kong Design Centre and their Fashion Incubation Programme. A project close to our passion of supporting up and coming designers and creatives, we are helping with brand consultancy and recommendation for 10 of their recently graduated designers of the programme. To date, we have completed the work with 5 designers, including international modern handbag brand Cafuné, and in the first quarter of 2023 we will continue our partnership with the remaining 5 designers.
Our busy Summer continued with refreshing the whole packaging and design system for RAZE in July. Back in 2019 just before COVID our team were responsible for the brand foundation and identity and at the time the company had only 2 SKUs. However, as a result of the pandemic and thanks to a quick and responsive in-house team, by 2022 they have countless SKUs across categories from face masks, to instant sanitising sprays, to deep cleaning products, which as a result were in need of a refreshed and organised design system to meet the expanding business. The new packaging system was completed in time for their flagship store openings in Central and Causeway Bay.
In July we worked on more packaging design, this time for cycle wellness brand LUÜNA. Up until this point, the business had been focussed on period care products – from tampons, to sanitary towels and reusable cups. To meet the shifting consumer mindset we helped support the brand with repositioning and visual strategy that would help to expand the scope for the business to overall cycle wellness. As part of this gear change, the brand launched their first traditional Chinese medicine focussed product with Cycle Wellness Oil in collaboration with TCM practitioner Dr Ruth. Our team helped with the overall messaging, narrative, product design and launch campaign, as well as continued ongoing communication design and support.
At the back end of Summer, we saw the release of our latest rebranding work for another Hong Kong start-up Neurum. Helping to reposition the mobile app as a human-first technology that works to improve overall mental health and wellbeing, we redesigned their logo and visual system as well as providing strategic support and guidance for their narrative and messaging to help them stand apart from an increasingly competitive market. The new direction and design is currently being rolled out across their app and website.
With Hong Kong quarantine restrictions finally easing up by September, we were reunited and re-connected with our Copenhagen network on a much needed trip to Europe. It wasn’t all play though with a shoot for long-term Client Hommey to capture not 1, but 4 new product collections. It was also a chance for the Hong Kong team to see first hand the third and latest location of GAO in Øster Farimagsgade neighbourhood.
In October we kicked off with a rebrand for Amazon’s number 1 best-selling “shower bomb” brand Body Restore. A complete brand positioning and visual overhaul that shifted from bright colours and a more mass aesthetic, to a more refined and elevated brand system in line with their target audience.
2023 is going to be a huge year for us. The new office signifies our commitment to our positioning as the branding partner for new ventures, and we are also looking to expand our footprint internationally through Australia and the US.
November marked just over 2 years of working with Australian home and lifestyle brand Hommey, and to mark the occasion – the business launched in the US! With our team as the brand’s creative lead, it’s been a very busy but rewarding year with over 150 product launches across 7 collections, a new loyalty programme set up and put in place, countless productions in both Hong Kong and Europe (with more coming in January), and entries into new categories to expand the product mix which will all be launching in the first quarter of 2023.
And when we thought the end of the year would be spent winding down, enjoying drinks, and getting into the festive spirit – we decided to relocate our headquarters on top of some getting some huge projects underway to set us up for 2023. Working again with SOGO for their new Kai Tak location, continuing our brand consulting with HK Design Centre, and a brand building project for a northern Chinese pancake restaurant concept to open in Sydney Australia.
As we say goodbye to Wong Chuk Hang and move our headquarters to bustling Tung Street in the heart of Sheung Wan, we end the year on a high and excited for what 2023 has in store for us.
From everyone at Constant, thanks to all our partners and collaborators for a hugely successful year, and see you in the new year at our new office launch party!