Lok Man Lee

Hello, I’m Lok Man, a creative designer committed to delivering innovative solutions that challenge the norm. I specialize in developing meaningful brands and advertising campaigns that enhance communication with targeted audiences. I believe design should serve the greater good and positively impact communities, driving meaningful change.

The Fermented Food Festival ‘24 (FFF24) is a campaign designed to educate the public about the benefits of fermented foods for gut health. It aims to redefine consumption practices and promote cultural exchanges, addressing the current lack of awareness.

Being passionate for food, GOU is a brand identity for a traditional dish from my cultural roots.

Most Outstanding Performance in Communication Design

This award includes a membership to the Design Institute of Australia

FERMENTED FOOD FESTIVAL | STREET POSTER

With the lack of knowledge surrounding fermented foods, the Fermented Food Festival aims to foster a circular community through celebrating diverse cultures, enabling participants to share their experiences and build connections that enhance awareness around fermented foods.

FERMENTED FOOD FESTIVAL | BOOKLET + FLYER

Campaign collaterals includes— A FFF24 Take Home Booklet containing fermented recipes, sticker labels and a calendar to assist one’s fermentation journey as well as flyers which acts as advertising materials with a humorous twist on copywriting.

FERMENTED FOOD FESTIVAL | INSTAGRAM

The digital platform ties the whole campaign together where it discusses topics around fermentation, presents collaborative intentions with chefs from the local community and highlight personal storiesrevolving around their food culture and fermentation.

FERMENTED FOOD FESTIVAL | DRK

Through interactive tasks, the Design Research Kit (DRK) was an intuitive way to understand the daily habits of targeted users in relation to the topic. A fermented food tasting was also conducted where participants were asked to describe their sensory experiences and ranked them in order of preference.

GOU | BRAND IDENTITY

The GOU brand identity is a personal branding inspired by a traditional dish— chinese turnip cake “lo bak gou” often made by my grandmother. Adopted from its chinese name, the word GOU also signifies growth. The brand identity embodies motifs and colours adapted from traditional cantonese cultures.

GOU | WALL MURAL + COLLATERALS

The logo was inspired by the shape of the turnip cake where the word GOU has been manipulated to represent it. The vertical extension of the logo shows the brand’s core value of growth. It aims to spread knowledge about the significantly cultural dish to the diverse community.

Most Outstanding Performance in Communication Design

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