Chinese Laundry – Brand Relaunch
Role: Creative Lead · Brand Identity · Art Direction · Social Strategy
As Creative Lead for the relaunch of Sydney’s iconic Chinese Laundry, I shaped a new visual identity to mark its return after a four-year hiatus - reimagining the brand while preserving its underground legacy.
The refreshed direction reflects the venue’s evolution into deeper strains of house, techno, and jungle, while honouring its storied history as a rave institution since the 1960s.
Contributions included:
• Creative direction of the new brand identity
• Overseeing art direction for photography and content
• Creating venue collaterals
• Designing exclusive merchandise
• Developing the social media content for relaunch
The result is a cohesive brand ecosystem that balances heritage with progression, reestablishing Chinese Laundry as a pillar of Sydney’s electronic music scene.
Scope: Brand strategy - Branding - Marketing collateral
