Looming Lines

Project Summary
"Looming Lines" is a fresh take on Asian dining and delivery, designed to blend bold flavors with a relaxed, modern atmosphere. I led the branding and visual identity for this new venture, which aimed to bring Asian cuisine into everyday life with style and ease. The project spanned 3 months and included logo design, color and typography systems, packaging, and social media direction.

Project Goals
The goal was to build a brand that feels both familiar and exciting — something that could capture the laid-back spirit of a neighborhood favorite while standing out in a competitive delivery market. The visual identity had to resonate with a younger, urban audience who value both aesthetics and authenticity.

Design Approach
My creative direction focused on balance: clean lines and cozy tones meet playful typographic choices and groovy color accents. The logo plays with form and flow, nodding to both the act of dining and the name "Looming Lines." The overall vibe is casual yet thoughtful — a brand that welcomes you in but still leaves a strong impression.

Challenges & Outcomes
The biggest challenge was finding a visual language that felt distinctly Asian without relying on clichés. Through careful design choices and cultural sensitivity, I created an identity that feels fresh, respectful, and highly adaptable across touchpoints. Since launch, "Looming Lines" has received positive feedback for its warm tone and memorable brand presence.

Why It Matters
This project was a chance to define a brand from the ground up — not just visually, but emotionally. It’s significant to me as a designer because it shows how strategy and style can come together to tell a story that connects with people.