OWAY
Oway is an Italian biodynamic organic professional hair and beauty brand with a rich history spanning over a hundred years.
In my role, I undertook the task of repositioning the brand from being perceived as old-fashioned, relatively complex, and unfamiliar to the Hong Kong market, to a natural, trendy, and high-end hair brand. Given the brand's extensive product range and the profound meaning behind its concept, I dedicated significant effort to introducing the products and brand concept in a way that made it easier for Hong Kong consumers to understand and use them.
To achieve a more trendy and fashionable brand image, various crossover marketing campaigns were implemented.
As part of a strategic marketing campaign, OWAY sponsored hair styling products for the prestigious PolyU Fashion Show 2021. In addition to the product sponsorship, OWAY provided their designated hairstylist, Marco Chan, to create all the exquisite hair styling designs for the fashion show. I had the privilege of editing the promotional video showcasing the collaboration.
The partnership with the PolyU Fashion Show allowed OWAY to showcase their exceptional hair styling products and expertise to a wide audience of fashion enthusiasts and industry professionals. By being actively involved in the event and contributing to the hairstyling aspect, OWAY solidified its position as a leading brand in the fashion and beauty industry.
A crossover marketing campaign of OWAY x SHINE (fashion shop in Causeway Bay)
A successful crossover marketing campaign of OWAY x SHINE
(a fashion shop in Causeway Bay).
This included sponsoring hair styling products for SHINE's fashion show events, distributing product samples as souvenirs to key opinion leaders (KOLs), reporters, artists, singers, models, and customers who shopped at SHINE. Additionally, a dedicated selling booth was set up in the shop, featuring different themes, creating an engaging and dynamic experience for customers.
Designed a booklet specifically tailored for Men's styling products. This involved creating a visually appealing layout that effectively showcased the range of products and their features. In addition to the design work, I also handled the photo retouching process, ensuring that the product images looked polished and professional.
By combining my design skills with photo retouching expertise, I was able to create a cohesive and visually striking booklet that captured the essence of the Men's styling products. The final result not only enhanced the brand's image but also provided customers with a visually engaging and informative resource.
A series of leaflets were designed aimed at introducing various products for hair salons. With the goal of capturing attention and engaging readers, I incorporated vibrant and eye-catching colors into the leaflet designs. By making them more colorful, I aimed to create an appealing visual experience that would entice people to pay attention and explore the content.
These brochures were carefully crafted to highlight the unique features and benefits of each product series. Through strategic layout and compelling visuals, I aimed to create an informative and visually appealing presentation that would resonate with salon professionals and potential customers alike.
The use of colors played a significant role in making the brochures visually enticing and attention-grabbing. By selecting a diverse range of colors that complemented the brand and product aesthetics, I aimed to create a cohesive and attractive design that would inspire curiosity and encourage further exploration.
Accordion-fold brochure was designed that served as a comprehensive introduction to all the series of products, as well as the brand and concept behind them. The brochure was carefully crafted to provide a cohesive and informative overview for Hong Kong consumers.
In addition to the design work, I took on the task of translating the content from Italian and English into Chinese. This involved accurately conveying the brand's messaging, values, and product information in a culturally appropriate and engaging manner for the target audience.
By combining my design skills with language proficiency, I ensured that the brochure effectively communicated the brand's essence and resonated with Hong Kong consumers. The translation process enabled me to capture the nuances of the brand's concept and convey it effectively in the local language.
The accordion-fold format allowed for a visually appealing and organized presentation of the brand and its product offerings. It provided a convenient and engaging way for consumers to explore the various series of products and understand the overall brand concept.
Flat A, 1/F, Po Foo BLDG, No. 1-5 Foo Ming Street,
Causeway Bay, Hong Kong
15/F, Flat A, Golden Swan Commercial Building,
438-444 Hennessy Road, Causeway Bay, Hong Kong
Shop No. 3 G/F., Grand View House,
No. 41-49 Tung Lo Wan Road, Causeway Bay, Hong Kong
