Ideas don’t arrive finished.
They bloom.
Bloomfield
Explore
our FRESH SPRING GROWING
“The universe is not only stranger than we imagine, it is stranger than we can imagine.”
— Jorge Luis Borges
Notion
Why We Want to Turn Life into Systems
INSIGHT
The human mind was never meant to remember everything.
Modern life overwhelms people not because they lack discipline,
but because they are expected to carry, track, and manage too much at once.
Freedom today is not limited by time,
Freedom is not doing more.
It has less to hold.
Notion is reframed not as a productivity tool,
but as a cognitive shelter —
a place where complexity can live,
The mind doesn’t have to.
01
Notion
Why We Want to Turn Life into Systems
Freedom is not doing more.
It’s having less to hold.
Apple x Halloween
I’ve replaced the apple with a pumpkin as the logo and edited it to appear bitten, similar to the original design. Inspired by Apple’s slogan “Think Different,” I adapted it to “Dress Different” to align with Halloween, where people embrace creativity and cosplay.
Aesop
When Luxury No Longer Needs to Be Loud
INSIGHT
Vision dominates how value is measured today.
If something cannot be seen, posted, or explained,
it is often treated as insignificant.
Yet scent is the most intimate sense we have.
It cannot be captured, archived, or optimized.
It exists only in the present moment —
and disappears the moment you try to hold it.
Luxury, once rooted in presence and ritual,
has become loud, visual, and declarative.
But what if true luxury was never meant to be seen?
Brand Manifesto &
PR Statement
Luxury is not what you show.
It’s what only you can sense.
Aesop reframes luxury through scent —
not as an object of display,
but as a private encounter.
Scent does not interrupt.
It does not demand attention.
It stays close to the body,
and belongs only to the one who experiences it.
In a world obsessed with visibility,
Aesop offers something quieter:
presence without performance.
Yakult
Are We Really Taking Care of Ourselves?
INSIGHT
Many acts of self-care are driven by guilt, not love.
People don’t drink something healthy because they feel good,
but because they feel responsible.
Self-care often functions as a quiet apology to the body.
Self-care is not fixing yourself.
It’s reassuring yourself.
Yakult becomes a daily emotional ritual —
not a cure, but a gesture that says:
“I tried today.”
Brand Manifest
Nike x Halloween
IDEA: I’ve depicted a human running away from zombies to tell the story that he’s able to outrun them because he’s wearing Nike shoes. The message highlights how Nike shoes help you run faster, giving you the edge to escape even the scariest Halloween threats!
Headspace
Do We Really Need to Be Calm All the Time?
Headspace positions calmness as an accessible, daily practice within digital life.
Through guided sessions, gentle language, and structured routines, the app translates emotional wellbeing into something manageable, repeatable, and measurable.
However, as emotional regulation becomes systematised, a larger cultural question begins to surface:
Do we need to be calm all the time —
or have we simply learned to treat emotions as problems to be managed?
This project emerges from that tension.
INSIGHT
In contemporary society, emotions are rarely allowed to exist without explanation or correction.
They are labelled, softened, and stabilised — often in the name of wellbeing.
Modern society treats emotions as problems to be managed.
Even breakdowns are framed as failures of self-control.
Calmness, in this context, no longer functions as a temporary state.
It becomes a moral standard.
Chinese Lesson
This window postcard is designed to encourage people to learn Chinese and Cantonese in a humorous way. It features a Chinese curse word, sparking curiosity—if they want to understand its meaning and use it with their friends, they’ll need to come and learn!
“FLOWERS DON'T WORRY ABOUT HOW THEY'RE GOING TO BLOOM. THEY JUST OPEN UP, TURN TOWARD THE LIGHT AND THAT MAKES THEM BEAUTIFUL” Anonymous
