Hello this is Liwei, a current
Design major student/designer at SVA!

About me

The Origins

For this project I redesigned the brand language of skincare brand The Origins. Using plants as a raw material, I created a series of textural images derived from plants and integrated them into the brand's material design.

Fayda Bakery

For this project, I’m rebranding the tone of Fay Da, a Chinese bakery located in New York’s East Village. My design direction draws inspiration from the red and green color palette commonly seen in 20th-century Chinese commerce. By combining these nostalgic tones with modern design elements, I aim to create a fresh visual identity that feels contemporary yet deeply rooted in tradition.

Face Record

In this project, I’m creating a brand upgrade for Face Records, a used record store originally from Tokyo and now based in Williamsburg. The store specializes in 1980s Japanese vinyl, and my design draws inspiration from Japanese manga, the vibrant aesthetics of city pop, and the dynamic entertainment industry of that era. The goal is to capture the nostalgic yet energetic spirit of 80s Japan through a contemporary visual lens.

Corner Bite

This project centers on the development of Cornerbite, a comprehensive app designed for food truck enthusiasts. By integrating an interactive map and a streamlined ordering system, Cornerbite makes it easy and enjoyable to discover, rate, and order from nearby food trucks. The app brings back the vibrant flavor of street food culture through a playful yet efficient user experience.

Ethereal

Ethereal Ginseng Water is an original brand and product that introduces Chinese wellness philosophy through bottled water infused with ginseng. Drawing from the traditions of Chinese nurturing culture, the brand emphasizes natural health and balance. The visual identity—including the logo and packaging—features my original Chinese watercolor artwork, creating a refined and culturally rooted aesthetic.

SD Retro

SD Retro is an original typeface inspired by the elegant contour lines of micro SD memory cards. Merging the aesthetics of retro-futurism and cassette-futurism, this typeface reimagines digital nostalgia through uniquely structured letterforms. The result is a bold, character-driven font that bridges past and future technologies.

23 Year Wrap

This is a highly personal project that reimagines the concept of a year-end wrapped report through my own visual language. Inspired by the popular year-in-review formats seen across social media, I created a customized version that reflects my personality using bold, contrasting colors and vector illustrations styled like dynamic hashtags. The result is a playful and expressive take on personal data storytelling.

More...

Magazines

Zine Book

Collage

LIWEI JIANG The OriginsFayda BakeryFace RecordCorner BiteEtherealSD Retro23 Year Wrap

LIWEI JIANG

The Origins
Fayda Bakery
Face Record
Corner Bite
Ethereal
SD Retro
23 Year Wrap