Lifei Chen

ungdam 정담 is a brand identity and packaging design project for a London-based Korean artisanal food brand.
The project explores how Korean craftsmanship, heritage, and everyday food culture can be translated into a warm and contemporary visual system. The name “Jungdam” carries a sense of warmth, sincerity, and quiet conversation, which became the emotional foundation of the brand.

I developed the visual identity, logo system, packaging applications, typography, patterns. The logo uses red and blue inspired by the Korean flag, forming two gentle human-like figures that suggest a dialogue between maker and ingredient, tradition and modern life.

Through packaging, visual storytelling, and brand applications, the project aims to communicate the warmth of Korean handmade food culture to a London-based audience.

A publication design project for the 2025 Annual Record of Power Station of Art, Shanghai, documenting exhibitions, events, artists, and institutional activities through a structured editorial system.

The project focuses on creating a clear and restrained visual language for museum-related content. Through typography, grid systems, image placement, and information hierarchy, the design organizes a large amount of archival material into a coherent and readable annual publication.

This project strengthened my experience in editorial design, visual communication, layout systems, and long-form publication design.

A brand book design project for Baoshi Huzhuang, a Chinese zisha teapot brand rooted in craftsmanship, material culture, and family heritage.

The book translates the warmth of zisha objects, the rhythm of handmade craftsmanship, and the brand’s generational memory into a readable and tactile visual narrative. Through photography, archival images, text, layout, and restrained visual pacing, the project presents the brand not only as a product maker, but also as a carrier of craft, time, and cultural memory.

The cover design uses the silhouette of a teapot as the main visual element, paired with deep textures and warm brown tones to convey a grounded, calm, and crafted atmosphere. The inner pages continue a sense of quiet space and Eastern book aesthetics, connecting teapot-making techniques, object series, artisan stories, and brand heritage into a cohesive publication system.

This project strengthened my experience in brand book design, editorial design, publication layout, visual storytelling, and culturally driven brand communication.