The World’s Largest Toy Museum Brand Identity, Publication, Web Design

ECOS & PET
Packaging Design, Brand Identity, 3D Modeling, Rendering, Handcrafted packaging

SKYPEOPLE (INTERN)
Brand Identity, Visual Design, UI Design

I find beauty in the ordinary and take joy in uncovering what makes even the simplest things special.

To me, every day is a blank canvas, waiting to be filled with color, form, and imagination.

About

Playground

FOODBOWL

LA Foodbowl is a citywide culinary playground that transforms Los Angeles into a celebration of flavor and fun, offering year-long immersive dining experiences, playful interactions, and global cuisines. While the original branding lacked personality and vibrancy, I reimagined Foodbowl with the concept of turning the festival into a dynamic and interactive adventure. Inspired by the idea of food as a universal joy, I designed a visual identity that captures the excitement and inclusivity of the event.

The rebranding features bold, vibrant visuals, playful typography, and versatile illustrations that evoke the diversity and energy of LA’s food culture.

LOGO

To reflect Foodbowl's personality, I chose the Mono Space font for a modern edge and incorporated expressive eyeballs into the logo to add joy, diversity, and possibilities to the brand.

Brand Character

I also designed a series of cartoon bowl characters representing different roles in event, which adapt to various scenarios and bring the brand to life.

Chef Bowl:

Visitor Bowl:

Food Bowl:

FOODBOWL beyond the Night Market

This section extends the experience beyond the three-day Night Fest, creating a journey that keeps participants engaged before and after the main event. It includes eye-catching promotional materials like street signs and posters to build excitement beforehand, and playful elements like the restaurant stamp collection activity, where my cartoon bowl characters encourage people to visit partner restaurants and collect stamps. These activities ensure that the joy and energy of Foodbowl aren’t limited to just three days, but instead become a year-long celebration of food and community.

Web Design

On the website, I made the eyeball can follow the cursor, creating a more engaging and fun experience. It also feel like it is savoring food with their eyes. I also use lines and frames as key elements, also helping to structure the layout.

FOODBOWL with the Night Market

This section aims to deliver the same playful and engaging experience within the night market itself. From vibrant signage to creatively designed menu boards, utensils, and packaging, every detail is crafted to enhance the visual and interactive experience. These elements ensure that the energy and joy of Foodbowl are reflected in every corner of the market, making it a feast for the senses in more ways than one.

Bring FOODBOWL to Life

Creating not just memorable experiences at the night market but also lasting connections that people can take home with them. Every detail is crafted to ensure that Foodbowl lives on beyond the event. It’s about making Foodbowl a part of their stories—something they’ll cherish and remember long after the night market is over.

FOODBOWL with Social Responsibility

While Foodbowl celebrates the joy and diversity of food, it also encourages reflection on its value and our shared responsibility. To raise awareness about food waste, I designed a series of posters featuring pixelated illustrations of food, symbolizing food fading away as it decays and goes to waste. These visuals serve as a powerful reminder of how much food is discarded uneaten, prompting participants to rethink their habits. This campaign ties into Foodbowl’s charity talk, fostering conversations and inspiring action to create a more sustainable future.

Next Project: Museum of Contemporary Art San Diego