YAKUZA | Kristy Lee Design

My fellow designer friend, Becca Wang and I embarked on the visual refresh for HR Cloud. It initially did not start as a full rebrand, but simply a separation of the two companies of HR Cloud and Neogov. Neogov is the older, parent company that focuses on the public sector, while HR Cloud was its younger company focused on the private sector. Over the years of their existences, their branding and style were very close to being the same. We were on a time crunch to introduce a visual refresh for HR Cloud as the team needed to build a new website in time for a conference.

I was approached in January 2019 with an opportunity to brand a private therapy practice. Coming from a family of therapists, I immediately jumped on the project and began a wonderful 3-month journey to build a brand that best represents Cindy Shu Therapy.

I was approached in January 2019 with an opportunity to brand a private therapy practice. Coming from a family of therapists, I immediately jumped on the project and began a wonderful 3-month journey to build a brand that best represents Cindy Shu Therapy.

The first part of my working relationship with Cindy was to establish who she is as a therapist and what her practice stands for. We've had many conversations and collaborated in intensive working sessions to clearly define her mission, values, and goals for her practice. A strong design comes from a well-defined brand, in which we set out to do using a breakdown of branding terms to build the voice of her practice.

YAKUZA Sake

SERVICES

Creative Direction

Branding & Packaging Design

Illustrations

Production

Photography

Fiercely loyal, intimidating and distinguished, the Yakuza cover themselves in full body tattoos which reflect their values. YAKUZA Sake immerses the brand in their culture and embodies their life motto: "LIVE FAST DIE YOUNG." The motto is defiantly placed right behind the government warning, mirroring the nature of the Yakuza.

RECOGNITION

YAKUZA Sake has been featured in the ArtCenter College of Design Student Gallery

The branding system is centralized on the Yakuza's motto of "Live Fast, Die Young" in its detailed and harmonious illustrations. The motto is typically illustrated with koi fish and cherry blossoms, as they symbolize courage and mortality respectively.

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