KE XU
WorkAbout
ti vodka
elephant stories
parkrun
origin coffee
cartoon museum
terraline
whip
graphic design
photography
commercial photography
Behind the Work
Brand Design
Ti is a conceptual brand dedicated to transforming surplus milk into a sustainable vodka. Through extensive research and design, I focused on middle- to upper-class Chinese men who appreciate traditional Chinese culture, creating a brand that stands apart from the typical notion of futuristic luxury.
Touchpoints and campaign concepts were developed based on Ti’s manifesto: “Give yourself the gift of nature, slowness and memory.”
A Gift of Nature
For nature, a tea vodka was created alongside a set of tea pouches. Tea is a pure gift from the earth: it grows with soil, wind, and sunlight, carrying the essence of the land. Both the bottle label and tea pouch packaging were designed to reflect Ti’s values. This product embodies Ti’s symbiotic relationship with nature and invites the drinker to truly “taste the nature.”A Gift of Slowness
For slowness, a pop-up activity was designed where customers can handcraft their own vodka bags using paper rattan or leather, under the guidance of a craft instructor. The experience encourages people to slow down and reconnect with the act of making.A Gift of Memory
For memory, Ti offers a custom packaging service designed for meaningful life moments. Whether it’s a class reunion, a wedding, or the birth of a child, customers can personalise both the bottle and the accompanying letter or invitation to suit the occasion. We hope these custom pieces can carry unique emotional value, turning the product into a keepsake that helps people relive special memories.→ Back
Client: Get Living Property Developers
Elephant Stories is a sub-brand of The Elephant. It communicates the inclusive character of the Elephant community through ever-changing images and colours on the elephant’s back, as well as the multiple meanings the elephant carries across different cultural contexts.
By constructing patterns derived from diverse ethnic and cultural motifs, the system develops a set of core visual patterns and a corresponding typography.
This allows Elephant Stories to visually represent cultural diversity while remaining flexible and adaptable across different contexts — including festivals, magazines, exhibitions and performances. At the same time, the system remains open, allowing individual stories to be continuously incorporated as the brand evolves.
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Brand Redesign
This project presents a rebranding concept for Origin Coffee, transforming it into a music-inspired café experience.
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Captured promotional photos for the Chinese Baijiu brand, Hui Zhi Quan, showcasing its elegance and heritage.
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