LOU & WU is a boutique lodging brand rooted in Fujian, China's architectural and cultural heritage. This project focused on creating a holistic branding and production design system that honors the region’s southern charm while expressing the brand’s contemporary identity.
Inspired by traditional Fujian architecture and local craftsmanship, the visual system included logo design, typography, spatial graphics, and a custom color palette that echoed the textures and tones of the surrounding environment. In addition to branding, I designed a series of curated items—such as a lifestyle magazine, room guides, tea packaging, and culturally inspired gift sets—that offer guests a meaningful connection to the local context and a cohesive brand experience from arrival to departure.
