Kid’s Cavern was one of my favorite brand identity projects while working in the New Yaohan Department Store. It was a completely free-handed project for me to work on from the ground up. No string attached whatsoever! The system consists of all the tangible elements including the mascot character illustrations, shopping bags, type phrases, visual merchandising, and the marketing collaterals that make up the look and feel of the brand. The result is one of the most recognizable brands in the Greater Bay Area in China where its main competitor was the mighty Toy’s “R” Us. A strong brand leaves nothing to chance!