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PKWG Ltd Work

  • Alexander Machin

For 3 months of this year I've assisted Taiwanese firm PKWG Ltd's YiFang Tea UK brand appeal to a younger western demographic. As their Lead Designer and Marketing Assistant, I had the opportunity to help one culture bridge the gap with another, creating a new set of brand, photoshoot, merchandise, social media and store guidelines to work to. On a day-to-day basis, key duties extend to spearheading new campaigns, social media page management and content creation (blog posts, newsletters, Instagram pictures, TikTok videos), new product designs (physical merchandise and digital products like the Toggle subscription service), website maintenance (updates, content, images), copywriting, hand illustrations, and production of flyers and posters for new products. This meant daily use of social media platforms, Adobe Illustrator, Photoshop, Wix, Shopify and making sure all content was filed away correctly. Below are just a few of the pieces I created for the company:

This summer we had countless new product launches, including the delicious and SUPER healthy Berry Cooler. Here's a playful typographical poster I made using a little Illustrator and Photoshop magic!
Promoting the Berry Cooler meant pushing it on social media on a semi-regular basis. I picked a complementary colour palette for the drink and its constituent ingredients, as well as a fresh, contemporary typeface that stood out against anything that YiFang had previously used.
The in-store poster is simple yet it ticks all of the required boxes for information - who YiFang are, what the product is, how much it costs, the healthy nature of the product and the youthful energy necessary for such a campaign and product.
Believe it or not, this is a 2 x 6 metre store window vinyl mural I designed for one of the latest YiFang stores. Can you guess which one? ;)
As per the above, these are some doorway vinyls which compliment the location, the store and the larger 2 x 6 mural.
Sometimes it's a slow news day so I set out to create some simple, witty Instagram posts to play on western popular culture whilst tying the Asian menu items into it as a way of removing barriers and making the products more accessible in the minds of British consumers.
A cheeky play on someone else's popular ad slogan, hehe!
My favourite saying, "If life gives you lemons, make martinis" wasn't quite appropriate for a fruit and bubble tea brand, but that didn't stop me twisting it again for another lemon-based pun pic for the gram!
It isn't just celebrities and competitions that create a buzz on social media; new product teasers drive engagement by having followers guess what it it you're about to launch. It's fun and far cheaper than giving away prizes all the time.
After I built YiFang's online shop, I populated it with a few products, including my glass tumbler design and this fresh Summer Fruits Series t-shirt. To promote it on social media, I created this colourful graphic, styling it with current 2D graphic design and typographic trends to make it 'pop' from your screen.
To say thank you to our first online store customers, I created this 2-sided certificate to go with all Summer Fruits Series t-shirts. As you'll see, it ties nicely in with the above Instagram square.
More fun with phrases and typography on a rainy day here, this time to push the ever popular 'Mudlfip' drink. It's brown sugar, tea and fresh dairy milk and it tastes as great as it looks!
To announce the winner of our digital gift card launch giveaway, I took the full-size picture of my arm holding one of the new Berry Cooler drinks and popped some bold, impactful contrasting text in, all styled with the same font as the rest of the campaign!
I didn't just make this image to promote the new digital gift card, I used this as the header for a series of newsletters, blog posts, social media posts, and also online. Visit the YiFang website to buy this and you'll be taken to both a Toggle microsite I set up to sell the product (this included creating countless snippets of text and emails), and also see the terms and conditions page for the product - something else I also set up.
YiFang has only been in the UK for 4 years, as of a few weeks back! As a start-up, they're still struggling for content. One idea I had to make building content easier was to create a bank of Majolica tiles, inspired by traditional Taiwanese art. To connect the heritage of the brand with its present day product line, I integrated products and fruits from the brand's most popular drinks. These are to be used on everything from my glass drinks tumbler design to drinks coasters, clothing, posters and much more!
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