Brand Identity

Inspired by the concept of Rhythms in Motion, we created a brand that celebrates the dynamic flow of storytelling and the deep connection to cultural roots

Grounded in Stories,
Moving Across Cultures

For Rooted, a curated journalism platform, I developed a branding identity inspired by Rhythms in Motion—a concept that blends the deep connections of cultural roots with the dynamic flow of storytelling. The design balances organic, hand-drawn elements with a sense of movement, reflecting the passion, diversity, and ever-evolving narratives that shape our world. Through a warm, earthy color palette and expressive typography, Rooted embodies both tradition and modernity, creating an inviting and authentic brand presence. This project was a collaboration built on shared vision and creativity, crafting a brand that resonates with storytellers and culture-makers alike.

The logo features organic, flowing lines that resemble both the intertwined paths of tree roots and rhythmic waves, creating a sense of movement. It includes subtle nods to the rings of a tree trunk or root systems, merging with abstract lines that flow outward, representing the spread of stories across borders. This balance of grounded and fluid shapes conveys the harmony between wisdom, legacy, and the vibrant exchange of narratives between cultures.

This approach captures both the meaningful depth of the "roots" and the energy and liveliness of "rhythm and motion," making it perfect for Shayne Nuesca’s curated journalism website that values both tradition and cultural exchange.

I love collaborating with passionate people who bring their ideas to life. Whether you have a small spark or a big vision, let’s create something amazing together—reach out anytime!

Here are other similar projects:

  • Baa Black Sheep

    Illustrations and visual branding materials for Black Sheep Restaurants, a Hong Kong-based hospitality group with numerous restaurants built on thought-provoking narratives and bold visual branding.

    I illustrated imageries true to the food and unique characters of the brand, and produce marketing materials that are fresh and compelling. I brew-up branded content for all channels across some super awesome spots.

  • Illustrated book that accompanied a package of Chaunsa mangoes from Pakistan.

    A Mango Story

    New Punjab Club had a successful year and are again commemorating it with the traditional, auspicious gift of Chaunsa mangoes, for the sharing of an abundant harvest is the sharing of one’s own good luck.

    They are the first Punjabi restaurant to be awarded a Michelin star after less than eighteen months of opening, as well as a place in Hong Kong Tatler’s Top 20 Restaurant List.

  • An Illustrated map to the Victoria Peak Gardens

    Picnics on the Peak

    An Illustrated map accompanying a picnic hamper from Rajasthan Rifles, as they make their journey up to the Victoria Peak Gardens for a splendid burra-khana outdoors, to bask in the sun with a curated selection of Anglo-Indian signatures

  • Feeding Hong Kong is the first Hong Kong food bank dedicated to rescuing surplus food from retailers, distributors and manufacturers and redistributing it to people in need.

    No Food Wasted

    Feeding Hong Kong upgraded their vehicle fleet to include two new trucks, one delivering pantry goods and another truck that will able to distribute frozen goods. These vehicles drive all over Hong Kong, and provide a great opportunity to raise awareness.

    I’ve also worked on a Recipe Book that teaches new cooking techniques to charities using the ingredients that are donated regularly. Professional chefs from all over Hong Kong were invited to share their recipes that is fit for a family with a limited budget.

    This book won Silver at the 2014 Summit Creative Award.

  • A DYI origami attached to a teabag

    Origami Tea Timer

    Tea drinkers have to wait a few minutes for the optimal amount of steepage before they can enjoy their tea. During these few minutes, they are constantly distracted by email notifications or facebook updates – when the purpose of a tea break is to clear your mind.

    Teacha has the opportunity to get tea drinkers to know more about the tea they are drinking, by adding an interesting twist to the current tea brewing process.

    BRONZE | 2017 ONE SHOW GREATER CHINA
    SILVER & BRONZE | 2017 KAM FAN AWARDS HONG KONG

    SEE CASE STUDY