7-Eleven Hong Kong 40th Anniversary

The project celebrate 40 years by merging collective memory with contemporary aesthetics. The design language moves away from complexity, embracing a clean, geometric approach that allows the heritage elements to breathe, creating a bridge between the past and the future.
The project draws inspiration from 1980s Hong Kong tea house menus, incorporating handwritten-style Chinese typography that evokes nostalgia while maintaining modern legibility. Traditional geometric tile patterns and retro signage elements are subtly integrated, creating a rich visual identity that honours Hong Kong's cultural legacy. The designs feature playful illustrations of local street foods—pineapple buns, egg tarts, and milk tea—that add warmth and authenticity. The use of the bluebell flower as the background symbolises gratitude and heartfelt appreciation in the language of flowers, reflecting 7-Eleven’s sincere thanks and continuous appreciation for the support of its consumers.

A highlight of this design project reimagines traditional Hong Kong beverages through a contemporary lens, celebrating the city’s distinctive urban heritage. The series features classic milk box packaging in refined pastel tones—nostalgic cream, heritage teal, and memory red—forming a balanced yet vibrant colour palette. Each design showcases a carefully constructed silhouette of iconic Hong Kong landmarks, rendered in a clean, geometric style that harmonises tradition and modernity.
A key innovation is the illuminated lantern concept: square lanterns with precision-cut cityscapes that cast intricate shadows when illuminated, transforming static packaging into an evocative light installation. This feature encapsulates the dynamic nocturnal energy of Hong Kong’s cityscape.

The 7-Eleven branding is thoughtfully integrated, preserving commercial clarity while enriching the brand’s cultural narrative. The project culminates in an immersive retail environment that fuses nostalgic signage with contemporary neon expression, offering a multi-sensory experience steeped in both heritage and modern design sensibilities. Through a meticulous application of colour theory, typographic hierarchy, and spatial storytelling, the series redefines cultural identity in a form that is both sophisticated and approachable. The overall aesthetic achieves a measured equilibrium—distinctly rooted in Hong Kong’s visual heritage yet universally resonant, presenting a timeless dialogue between past and present.