DiMaoProjects

Brand Design|Packaging
LUU

Year:2022
Project Type:Personal Project LUU is a contemporary incense brand inspired by the Cantonese tradition of using pomelo leaves as a symbol of cleansing, protection and good fortune. The project explores how branding can make traditional incense culture more approachable for contemporary lifestyles, creating a ritual that feels both culturally rooted and relevant to everyday life.

Rather than adopting the ornate visual language commonly associated with traditional incense brands, the identity draws from the forms, textures and symbolism of the pomelo leaf. Simplified botanical graphics, vibrant colours and restrained typography establish a distinctive visual system applied across packaging, printed matter and ritual tools. Together, these elements reinterpret incense as a contemporary cultural experience while preserving the values and rituals embedded in the tradition.
















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