SELINA GUO

HIBI Packaging Design | Brand Identity | Art Direction
DR.TEAL’SPackaging Design | Brand Identity
MOMU (WIP) Brand Identity | Exhibition | Spacial | Publication | Web
FREE ART (WIP)Brand Identity | Merchandise | Publication
NIKON Brand Identity | Publication | Web
F27 Generative Coding | Brand Identity
DESTIN-LINK
Brand Identity | A.I. | Intern at MetaDesign
PLAYGROUND
ABOUT ME


    HIBI REBRANDING

    Packaging Design | Brand Identity

    HIbI, imagining a collaboration with Tadao Ando, I envisioned a product line with a clear, minimalist visual identity that reflects his architectural sensibility. The packaging was designed to enhance giftability through refined, tactile materials, while incorporating sustainable components to align with environmental values. I integrated a smart app to deliver a simple, seamless user experience, and infused the overall concept with a strong brand personality and artistic appeal inspired by Ando’s timeless aesthetic.

    CONCEPT
    The Hibi rebrand centers on scent as a way to mark time and space. Rooted in daily rituals, it draws from Tadao Ando’s philosophy of silence, light, and restraint. Each moment becomes intentional—fragrance becomes a quiet architecture for living.


    LOGO
    Our logo preserves the geometric discipline of the original hibi mark while drawing from the structural aesthetics of Japanese characters. The overall form captures the calm balance of precision and openness that defines Tadao Ando’s architectural language.

    The solid strokes of the “H” and “B,” contrasted with the open negative space between the two “I”s, create an interplay of presence and absence. This visual rhythm evokes the feeling of light passing through architectural voids—a motif central to Japanese spatial philosophy and a signature characteristic of Ando’s exploration of light and shadow.



    COLOR
    The palette is inspired by the muted shadows, bright light, and concrete textures found in Tadao Ando’s architecture.


    PACKAGING LINE UP
    The primary and secondary packaging lines include Candle, Perfume, Smart Diffuser, Reed Diffuser, and Incense Stick. 

    Each form is thoughtfully shaped to reflect Tadao Ando’s architectural language—the tension between circles and squares, the contrast of matte and glossy surfaces, and the subtle play of light across materials. Designed as sculptural objects, each piece brings a quiet architectural presence into the home.



    SECONDARY PACKAGING

     


    SMART DIFFUSER
    This diffuser is a smart device that can be controlled through a mobile app. The app offers four different modes, each designed to pair with a specific essential oil product. Within each mode, the app recommends the ideal amount of oil to use, while the diffuser adjusts its soundscapes and lighting effects to suit different moments throughout the day.





    RETAIL ENVIRONMENT
    These store concepts are designed to give Hibi an immersive spatial experience. Concrete textures and curated Tadao Ando posters establish an art-gallery atmosphere, while layered lighting elements highlight Japanese spatial sensibilities and Ando’s architectural language. On the left, an interactive touch-table allows customers to explore each product, helping transform the stores into calm, sculptural environments for discovery.

    BRANDING ASSETS
    I developed a set of branding assets, including tote bags, scent tester cards, and promotional posters.




    PROCESS






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