Lee Kung Man Rebrand
Lee Kung Man
成立於 1923 年的「利工民」，是香港家喻戶曉的百年針織品牌。然而，隨著時代更迭，傳統的「秋蟬牌」與經典包裝逐漸面臨與年輕世代脫節的挑戰。
本項目的核心任務，在於打破大眾對利工民傳統、老舊、僅屬於上一代人的刻板印象，將其重新定義為一個「兼具百年匠心與當代時髦感」的街頭潮流與生活風格品牌。 我們在保留品牌核心資產（金字招牌的品質、織線的溫度）的同時，注入大膽的極簡視覺語彙，拉近歷史老字號與現代都市客群之間的距離。
Established in 1923, Lee Kung Man is a household name in Hong Kong, celebrated for its century-long heritage in knitwear. However, as times have changed, its traditional "Autumn Cicada" line and classic packaging have faced the challenge of a growing disconnect with the younger generation.
The core mission of this project was to shatter the stereotype of Lee Kung Man as a traditional, old-fashioned brand belonging only to the past, and to redefine it as a streetwear and lifestyle brand that blends century-old craftsmanship with contemporary style. While preserving the brand's core assets—its gold-standard quality and the warmth of its stitched threads—we injected a bold, minimalist visual language to bridge the gap between this historic legacy brand and modern urban consumers.
設計與視覺策略 / Design & Visual Strategy
設計提煉了針織業最核心的元素——「針線的線條」。我們將傳統複雜的織紋轉化為極簡的手寫筆觸線條，強調品牌的手藝重要價值。透過排版與鮮明的現代色彩配置，如標誌性的紅與綠代表品牌兩大主打——金鹿牌與秋蟬牌，為品牌重塑出一套極具延展性的視覺系統。這個設計既致敬了利工民引以為傲的編織工藝，又賦予了它在現代媒介上的視覺穿透力。
在包裝設計上，我們徹底顛覆了傳統內衣沉悶的盒裝外觀。透過圓筒型包裝設計，以及極具 Modern 和 Bold 的線條感的字體編排，將一件日常的功能性內衣包裝，升級為如同歐美獨立雜誌或潮流選物店般的高質感收藏盒。這不僅提升了產品的自身價值，更創造了現代人熱愛的開箱儀式感。
考慮到數位時代的傳播廣度，本項目加入了豐富的動態視覺設計，並應用於網站、OOH上。我們將品牌年輕化，成功將一間歷史悠久的實體老店，無縫帶進視覺節奏緊湊的數位世界，在網頁和社群媒體上展現出極強的生命力。
The design distills the most fundamental element of the textile industry—the lines of stitching threads. We transformed traditionally complex knit patterns into minimalist, hand-drawn brushstroke lines, emphasizing the brand's core value of craftsmanship. Through deliberate typography and a vibrant contemporary color palette—featuring a signature red and green that represent the brand’s two iconic flagship lines, the Golden Deer and the Autumn Cicada—we rebuilt a highly scalable visual identity system. This design both pays homage to Lee Kung Man’s proud heritage of knitting craftsmanship and endows the brand with a powerful visual presence across modern media platforms.
In terms of packaging design, we completely revolutionized the monotonous, boxy appearance traditionally associated with underwear. By introducing an innovative cylindrical packaging structure paired with ultra-modern and bold linear typography, we upgraded a piece of everyday functional undergarment into a premium collectible case, akin to the aesthetics found in independent Western magazines or trendy curated boutique shops. This not only elevates the product’s intrinsic value but also creates an unboxing ritual that strongly resonates with today’s consumers.
Recognizing the necessity of reach in the digital era, the project incorporates dynamic motion graphics designed for web and out-of-home (OOH) applications. By rejuvenating the brand identity, we successfully transitioned a historic, brick-and-mortar legacy store into a fast-paced digital landscape, giving the brand a powerful and energetic presence across websites and social media platforms.
