Crystal Zhou

LinkedIn: Crystal Zhou

I’m a graphic designer and illustrator. To me, design is a way of connecting ideas and experiences and of making everyday moments feel a little more intentional. My work sits somewhere between structure and imagination. I enjoy building visual systems and brand identities, but I also love creating illustrations that explore character, personality, and storytelling.

 

Seasonal campaign for 85°C Bakery Cafe inspired by the Spring Festival and the Year of the Horse. The concept draws on themes of vitality, optimism, and new beginnings, connecting freshly baked goods with the spirit of the new year.

A rebrand project centered on restoration and holistic healing. Inspired by the meaning of “sozo,” which translates to “to restore and make whole,” the visual system transforms wellness principles into a cohesive brand experience.

Packaging redesign for Phlur fragrances, focused on translating scent-based storytelling into a visual system. The project explores how minimal packaging can communicate emotion while maintaining the brand’s refined identity.

Applebee’s brand repositioning focused on nostalgia, familiarity, and neighborhood connection. The goal was to shift the brand toward a more welcoming and comfortable dining experience.

Advertising campaign for Whipped, translating the brand’s dessert-inspired skincare concept into a playful and sensory-driven experience. The project explores how nostalgia and indulgence can make skincare more engaging for a younger audience.