( YEAR: 2024 )

Design Services | Service

Brand Visual Identity

Brand Positioning

Copywriting

Our Role | Our Role

In this project, we helped LIWU clarify their brand positioning, drawing from the founding philosophy of "handcraft is a gift" to build a brand identity system that balances warmth and approachability.

Our design concept centered on "the gentle spirit of handcraft," ensuring that whenever the brand promotes its craft experience courses and events, it expresses its unique cultural and emotional value.

Client Background | Client

LIWU Craftwork is a handcraft studio in Pingtung that blends art with everyday aesthetics. The brand name "LIWU" is a homophone for the Chinese word for "gift," making it the spiritual core of the brand — the belief that every act of creation transforms the warmth of life into something tangible and felt. LIWU offers a range of craft courses including wool felting, metalwork, and leatherwork, inviting participants to experience the healing and spiritual connection that comes from making things by hand.

LIWU Craftwork

Building Warmth with the Spirit of Handcraft

The logo's primary form is built from four circles derived from the character "里" (li), forming a floral petal shape that symbolizes the vitality and resilience of creativity. Through negative space design, the silhouette of "屋" (house) is carved out, representing the space of creation. A small sparkling star at the center symbolizes inspiration and "experience," conveying the brand's hope that everyone who visits LIWU's space will enjoy a joyful and inspiring time of handcraft.

The primary color is a warm terracotta orange, representing the warmth of handcraft and the earthiness of clay; it is complemented by a refreshing sky blue, symbolizing the flow of inspiration and breath. Together they create a soft, sunlit atmosphere, echoing the brand's core vision of "turning warmth into everyday scenery" and expressing the healing quality that a craft experience brand calls for.