![AOI Packaging](https://www.twine.net/signin

*This project is done under B&A Studio

Brand Introduction
AOI Inochi is a premium mother-and-baby lifestyle brand developed under the Inochi ecosystem, a household products company known for combining Japanese-inspired design principles with modern functionality. The brand focuses on creating safe, high-quality, and thoughtfully designed products for infants and young children, supporting parents through everyday caregiving experiences.

About the product
As part of AOI Inochi’s commitment to creating safe and thoughtful products for modern families, the AOI Laundry Detergent & Fabric Softener was developed to provide a gentle yet effective cleaning solution for baby clothes and sensitive skin.
For this project, I was responsible for designing the product packaging, translating the brand’s core values of safety, purity, and care into a visual identity that resonates with parents. The design approach focused on creating a clean, trustworthy, and premium appearance while maintaining strong shelf visibility and clear product communication.
Inspired by AOI’s Japanese-influenced design philosophy, the packaging combines soft visual elements, balanced typography, and a calming colour palette to reinforce the product’s organic and family-friendly positioning. The result is a packaging system that not only reflects the brand’s commitment to quality and well-being but also helps establish a recognisable presence within the baby and household care category.

![AOI Packaging Design](https://www.twine.net/signin
![AOI Packaging Design 2](https://www.twine.net/signin
![AOI Packaging Design 3](https://www.twine.net/signin

Collaborated in a multidisciplinary team to develop a five-year rebranding strategy for artist and designer Jamie Hewlett. Our team designed a refreshed brand identity and a gallery space to showcase Jamie Hewlett’s works.

About Jamie Hewlett

Jamie Hewlett is a British artist, illustrator, and designer best known for his bold, distinctive visual style that blends comic art, street culture, music, and popular culture.

Hewlett’s work is characterised by expressive characters, vibrant colour palettes, and dynamic storytelling, making his visual identity instantly recognisable across illustration, animation, music, and fashion. His ability to merge traditional illustration with digital media has established him as one of the most influential contemporary visual artists.

Mission
The mission is to explore various digital media to make Jamie Hewlett’s artwork more accessible and interactive for the public.

Vision
Our brand envisions creating a fostering community whereby cultural/ societal issues are discussed in various mediums that resonate with the times and the people

Purpose
The brand’s purpose is to provide an avenue for people to better understand the society they live in and the issues they face.

The concept of the brand visual is based on one of the core values, “Rebellious”; hence, the spray paint graphic is used as the brand identity.

This series of 3 posters is connected to each other with a line of spray paint that goes across all three. To express the concept of rebelliousness, not being limited by a frame or social expectation. It serves as both an advertisement poster for Jamie Hewlett’s Gallery also as a campaign to introduce the brand’s new identity.

Space Design

Working with the theme ‘Disruptive’, the proposed space depicts large extruding screens and walls for artwork on two levels and is spread out within the space for viewers to interact with.

The extruded screens can be both digital and physical, allowing users to interact with the space how best suits them.