brand identity
website
social media
motion
signage
collaterals
oddshapes festival is a contemporary music event that celebrates mandopop and emerging australian artists across visual culture and emerging performance.
zeyu developed a bold and flexible identity system that reflects the festival’s multicultural nature while maintaining clarity across platforms. at its core is a high-contrast visual language built around tightly packed geometric sans-serif typography, where letterforms are treated as graphic elements, transforming words into striking visual shapes. the identity is designed to perform across digital, print, and merchandise, ensuring strong visibility in both physical and online spaces.
social media
EINWICK is a creative agency that approaches output as strategic, cinematic experiences shaped through the intersection of design, film, and emerging technology.
zeyu contributed to the design of EINWICK’s new website, and continues to oversee its ongoing maintenance and iterative updates. in parallel, zeyu managed the agency’s social media presence, ensuring consistency across digital touchpoints.
Renzella Group is a family office with a diverse portfolio spanning property, development, investment, hospitality, and philanthropy. hortenzia were engaged to modernise the outward-facing brand, working closely with the Renzella family to establish a strategic foundation that informed the identity, production, and digital presence. zeyu developed the website, translating the refreshed brand into a considered digital experience that supports clarity across the group’s varied portfolio.
brand strategy
art direction
packaging
website
when sorrow being downloaded twice is a deconstruction and reinterpretation of the modern physical album format. drawing from the production systems of k-pop releases, the project examines how albums can extend beyond standardised commodities.
in response to the decline of physical media, it proposes a shift toward collectability and personalisation. through this lens, the album becomes a more intimate object—designed to foster a deeper, more enduring connection with its audience.
oddsome is an annual project comprising a series of garments that document individuals present during a particularly challenging period in zeyu’s life. personal in nature, the work frames memory as both record and tribute.
people’s names are formalised as tracklists and endcredits, then translated into wearable pieces. these garments function as tangible extensions of the archive: disseminated, worn, observed, and presented in public contexts.
the odd, the even and everything in between is an experimental publication that examines how typography operates within editorial systems.
combining mathematical terminology with typeface classification, the project constructs a series of chapters where naming informs structure and hierarchy. within this framework, traditional coexists and collides with contemporary, experimental typefaces and layouts, testing how typographic conventions can be extended, disrupted, and redefined.
website
Kaprica is an italian restaurant located in carlton. the project encompasses both brand identity and a user-friendly website, positioning the venue with a clear and approachable presence.
a contemporary, slick design language is used to convey a sense of warmth, translating the character of italian hospitality into a refined visual system.
BlackStarPastry features illustrations by japanese artist Noritake, alongside branding elements by Studio Ongarato. the resulting visual language is minimal and precise, aligning with the bakery’s renewed positioning as both timeless and contemporary.
the website extends this direction through carefully considered interactions, creating an experience that is immersive and measured. rather than adhering to a conventional e-commerce model, it frames browsing as a more deliberate and engaging process.
zeyu li
zeyu@orichino.com
ig@orichino
zeyu is a designer operating '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.
CV
Master of Communication Design
RMIT University
2024
Bachelor of Design
Digital Media
RMIT University
2020
BlackStarPastry
Country Road Group
EINWICK
Hortenzia
Kaprica
LUCID LIVE MUSIC
Nathan Penhall
Parlance Coffee
PLATI Skateboards
Renzella Group
RMIT University
University of Melbourne