Caelum Greene.
Caelum Greene is a lifestyle fashion retailer based in Hong Kong, offering an experience that both empowers and encourages customers to embrace a healthy and conscious life.
As a new-to-market brand and the first multibrand athleisure retail concept in the city, Mediam Rare helped to develop and define Caelum Greene’s brand strategy and positioning through a full identity design, website art direction and campaign conceptualisation. Subsequently, Mediam Rare worked with Caelum Greene on their seasonal brand campaigns, as well as their social media content.
Branding | Visual Identity Design | Art Direction | Photography | Video
Flow and evolution.
These are the core principles that define the logo design. The brand mark encapsulates the brand’s values: simultaneously delivering a sense of ease as well as dynamism and movement.
Today is your day.
We crafted a brand video that empowers customers to embark upon an inner-journey of mindfulness.
An elegant brand identity.
A balance of modern design, with warm, natural tones, as well as a sense of fluidity and simplicity.
Evocative brand visuals.
Candid, natural imagery that captures the essence of the Caelum Green woman.
The perfect harmony of mind, body and soul.
The Caelum Greene woman is intentional, passionate, mindful and authentic — as is the brand.
The results.
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They have since opened stores in all the top luxury shopping malls in Hong Kong, from Landmark to Pacific Place to K11.
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The brand launched successfully in 2016, with a strong brand identity that is still being utilised today.
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It is the go-to retailer of choice for top athleisure brands looking to enter the Hong Kong market.
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