East Meets Midwest

BRAND STRATEGY • NAMING • BRAND IDENTITY • COLLATERAL • WEBSITE  • ENVIRONMENTS • COPYWRITING

Feng is a retail destination designed to evoke the essence of the Far East with the carefully curated feel of a high-end specialty boutique. Our design vision incorporates rich chocolate browns, fiery oranges and smoldering golds in a bold and elegant brand identity layered throughout the shopping experience. Browsers are delighted by an exquisite selection of products from gift-wrap and shopping bags to the elegant tins for their extensive tea collection. Willoughby enhanced the consumer experience with a signature poem and custom wall graphics representing the store’s shopping niches: Butterfly for Fashion, Koi for Home, Fan for Antique and Lotus Blossom for Tea.

Our work for Feng blends Asia and America to create a design style that goes far beyond the Far East and turns the exotic into the elegant.