Hello, my name is Vince Cheung, and I am the Founder and Creative Director of VINCE Design Branding, based in Hong Kong. VINCE Design is a branding and packaging studio with offices in both Hong Kong and Taiwan, specializing in creative solutions that fuse strategy with aesthetics. Our work has been recognized by prestigious international design awards including the ASIA DESIGN PRIZE, DFA Awards, Topawards Asia, HKDA Global Design Awards, Communication Arts, International Design Award, Creativity International Awards, and Muse Creative Awards.

Our clients trust us for innovative and meaningful design solutions built on a track record of global accolades. I take an inside-out approach to branding, aiming to create visual identities that genuinely reflect the essence and energy of each business or individual. This method allows us to develop distinctive and adaptable designs that respond to an ever-evolving market landscape. Our process focuses on blending commercial, cultural, and creative elements to shape a brand’s core identity—one that is both emotionally resonant and strategically compelling.

Please introduce your signature projects.

This project aims to promote Cantonese opera in Hong Kong and foster the development of Cantonese arts and culture. It particularly encourages younger generations to inherit and advance the rich heritage of Chinese culture. The branding captures the essence of Cantonese opera, which has been recognized by UNESCO as an Intangible Cultural Heritage. The concept behind Artiant Hub’s branding draws inspiration from traditional Eastern art, especially the Chinese ink painting technique known as liubai (留白), which emphasizes the beauty of negative space. This design philosophy highlights the unseen, revealing the true essence of things through what is left unsaid. The logo design combines the Chinese character for “art” (藝) with graceful visual elements inspired by the movements of Chinese opera performers. This creates a fusion of traditional Eastern aesthetics and modern design, aiming to promote cultural exchange. The Artiant Hub branding design was selected as a Winner of the ASIA DESIGN PRIZE 2024, and as a Hong Kong-based designer, I’m honored to have created a brand identity that celebrates local culture and has been recognized on a global stage.

Lai Ching Heen is a Michelin two-star Cantonese restaurant located in the Regent Hotel. Through rebranding, our goal was to harmoniously merge traditional Cantonese culinary art with modern design, and to elevate Cantonese cuisine to a global audience. The core of the brand redesign was to create a natural blend of tradition and modernity—respecting the rich culinary heritage of Cantonese cuisine while infusing it with contemporary elegance. Our design team sought to visually convey Lai Ching Heen’s culinary excellence and refined dining experience through sophisticated and elegant branding elements.

What is the most important aspect you consider in your design work?

The most important purpose of design is to breathe spirit and vitality into a brand. It should become the brand’s voice and driving force—serving as a bridge for communication with the public. A brand image must be able to connect with people in a short amount of time. This connection shouldn't come from promotional messages alone; instead, the brand image must be distinctive and full of life—like a unique and charismatic friend who leaves a lasting impression and builds a positive relationship. A strong, positive brand image ultimately leads to business success.

Please tell us about the relationship between design and successful business.

The relationship between design and business is like a mathematical equation. Excellent brand design acts as a powerful catalyst with a multiplying effect. If you have a top-tier product or service, brand design can exponentially amplify its impact. For example, if you have a perfect 10-point product and pair it with a perfect 10-point design, the result can be a powerful 100. On the other hand, if paired with poor design, that same 10-point product could drop to a negative 100. This comparison shows just how critical brand design is to a brand's success. Design goes far beyond aesthetics—it is a powerful tool that enhances the value of products and services, expands brand influence, and builds emotional resonance with the audience.

What is Vince Design’s secret to successful design?

In Hong Kong, there’s a saying: “The highest wisdom is simplicity.” The most important path to successful brand design begins with deeply understanding the client. It’s essential to learn their personality, values, history, background, and aspirations for the future. While many designers possess talent, it’s rare and difficult to develop the skill of true empathy—creating solutions that deliver a win-win outcome. This is even more important today, when brand ambassadors often receive more attention than the brand itself. What matters is creating a design that both the brand and its ambassadors can be proud of. The goal is to blend their identities naturally, generate a powerful influence, and form deep emotional connections. At Vince Design, we don’t just design a brand—we seek to capture its authenticity and strengthen emotional resonance with people.

What message do you want to convey through your design?

Beyond basic aesthetics and creativity, I aim to embed rich history and cultural storytelling into design. Designs that chase only trends or visual appeal can easily lose depth. The essence of design lies in the continuity and exchange of culture. Through design, we can communicate across boundaries using a universal language. By enabling cultural dialogue and mutual influence, design can result in works that are not only meaningful but enduring. It is this interaction that gives rise to timeless, resilient design.