1. oddshapes festival
  2. PARALLEL PARKING
  3. when sorrow being downloaded twice
  4. oddsome anniversary
  5. the odd, the even and everything in between
  6. kaprica
  7. BlackStarPastry
  8. orichino archive
ZEYU LI is a digital designer operating under 'orichino'. he lives and works in melbourne. shoot a message anytime about almost anything: a legend idea, a coffee chat, a collaboration, a vintage store adventure, or a hainanese chicken rice lunch.zeyu@orichino.com download CV
oddshapes features a bold, high-contrast visual identity with tightly packed geometric sans-serif typography that transforms words into graphic shapes. The design emphasises simplicity and impact: large, overlapping text blocks and minimal imagery create a modern, urban aesthetic that feels energetic and slightly off-kilter, echoing the festival’s odd and alternative spirit. This identity extends seamlessly across digital, print, and merchandise, maintaining strong visibility and cohesion while appealing to its contemporary audience.
branding
2024

PARALLEL PARKING is a photo exhibition, an invitation to play, an experiment to figure out what it takes to create an exhibition from ground up, and a collaboration between lennon cheng and orichino. it discusses everyday hassles and the different ways of coping with them through lens of photography. check out THE DOCUMENTARY, and THE CATALOGUE. 
curation & art direction
2023
photos © lennon cheng

[when sorrow being downloaded twice] is a deconstruction and reinterpretation of physical albums. inspired by K-pop album production streamline, this project demonstrates how, in an era where physical albums are on a decline, they could still be transformed from general commodities into collectibles or more profoundly, personalised items, thereby establishing the in-depth connection with the audience.
research project
2023-2024
oddsome anniversary entails the documentation of individuals who were present during a particularly challenging period of zeyu’s life and is of a personal nature. the names and moments were rendered concrete as tracklist and ending credits, which were composed into tangible clothing later that can be disseminated, worn, observed and presented. 
clothing
2023-ongoing
photos © lennon cheng
[the odd, the even and everything in between] explores the possibilities of typeface typography, combining mathematical terminology with typeface classification to create chapters in which traditional publication layout coexists and collides with modern typography and experimental fonts.
publication
2023


kaprica is a charming Italian restaurant located in carlton. the project consists brand identity as well as a user-friendly website including a booking system, gift card functionality and online menu.
website
2022

BlackStarPastry features illustrations by japanese artist noritake and branding elements by studio ongarato. the minimal, crisp design language aligns with BlackStarPastry's new image, which is both timeless and contemporary. interactions are meticulously curated to provide users with an immersive and engaging experience, elevating the website beyond the conventional e-commerce model.
website
2021


‘...As students, designers are encouraged to make expressive, nuanced work, and rewarded for experimentation and personal voice...But then graduation hits, and many land their first jobs building out endless Google Slides templates or resizing banner ads. The disconnect is jarring – not because the work is beneath them, but because no one prepared them for how constrained and compromised most design jobs actually are. We trained people to care deeply and then funnelled them into environments that reward detachment...’

‘...At the same time, designers are expected to constantly curate a public-facing identity: to brand themselves, stay visible, and make it all look effortless...Personal branding became a kind of silent arms race, one where self-promotion had to be strategic but appear spontaneous...’

Goodspeed E (28 March 2025) ‘Elizabeth Goodspeed on why graphic designers can’t stop joking about hating their jobs’, It’s Nice That, accessed 03 April 2025.

2025 orichino