PROJECT SCOPE
Brand Strategy, Brand Identity, Collateral & Website
Location - London, UK
Editorial Boldness
Wisdom Without the Woo
Symbolic Storytelling
CLIENT OBJECTIVE
Create an identity that feels decorative and design-led
Rooted in the founder’s love of Chinese history, art and symbolism, while staying bold, modern, and market-appropriate with references that feel intentional, not kitsch.
OUR CREATIVE DIRECTION
We took inspiration from traditional Chinese stamps and scroll forms, elongated, rectangular proportions, then refined the silhouette by soft-rounding the edges to keep it bold while still stamp-like. The icon was developed with a stylised, architectural line treatment (with a subtle art deco edge) to reflect the client's interest in interiors and space, without locking the brand into a literal historical aesthetic or leaning too ‘oriental’.
A key concept was ‘wisdom without the woo’.
The name No Lucky Cats became a creative anchor here. We built a hidden cat reference into the identity through negative space, so the symbolism is present but not obvious, mirroring Feng Shui itself, where the work can be happening quietly in the background.
With an intricate icon in play, the wordmark stayed simple and editorial, creating a clean counterbalance and a magazine-like finish. Colour followed the same tension, a monochrome base with a vibrant, contrasting secondary palette - bold and sophisticated, but never juvenile.
KIND WORDS
I simply could not praise the amazing ladies at Upbrand enough
My project was handled with great care, passion and love. In a very short space of time, Ange and Kirsty 'got' me and delivered an outstanding result, going above and beyond and I could not be happier. They made the process easy and enjoyable!
I would highly recommend Upbrand.
Anouk Contipelli
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