Billy Cheung


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         Big Brother is Watching You

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    • P010

    Big Brother is Watching You


    Visual Identity
    Fashion Design
    Packaging




    The crossover collaboration between the two young fashion brands, Ginger Store and LEUR'EM, takes an approach to the eclecticism and practice of New Age, in a spiritual yet minimal way.

               We took the well-known quote — “Big Brother is watching you” — originally from George Orwell's Nineteen Eighty-Four novel, as a means of controlling and suppressing the will of the populace. In the modern era, it could be a metaphor of looking after ourselves from a higher level perspective, transforming ourselves to be better selves.

                           The campaign was designed to contain merchandises — embroidered t-shirts, large print t-shirts, tattoo stickers and postcards. Together with the products, in-store decorations were setup to comply with the visual identity.





    Client
        Ginger Store

    Category        Visual Identity
        Fashion Design
        Packaging

    Sector
        Fashion & Retail
    Year
        2018

    Award
        Indigo Design Award
    Agency    Daedalustudio

    Consultancy    Welda Lee @ LEUR'EM
        Chillian Foo @ LEUR'EM

    Project Management    Yvonne Tam
        Ken Ma

    Creative Direction    Billy Cheung

    Design    Venus Cheung
        Cyrus Lee
        Billy Cheung

    Illustration    Venus Cheung
        Cyrus Lee

    Tattoo Art    LAZY DUO




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