Kdan Brand Corporate Evolution

Eune Lu

Elevating Global Brands with Strategic Design —
Ready to collaborate internationally, building
systems that scale across cultures.
more info

Selected Works

1. Kdan Corporate Brand Evolution
Brand Identity Design
2. Sun Cake des Rois
Packaging Design
3. AFC Vitamin C1000 Packaging Design

4. Gamania Brand Tag Brand Experience, Internal Branding
5. Green Game Earth Gifting Brand Experience, Internal Branding,
Packaging Design
6. Corporate DNA Exhibition
Brand Experience, Internal Branding,
Exhibition Design

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Kdan Corporate Brand Evolution

Project Overview

As Kdan transformed into a global digital ecosystem serving 167+ countries, the brand required evolution from its product-focused origins. The key was creating a scalable brand system that balances consistency, flexibility, and scalability—adaptable across expanding product lines, diverse markets, and future innovations while preserving core brand essence.

Building on the brand's core identity, we developed a modular visual system using "dots" as unified visual DNA, enabling each product to maintain unique expression while ensuring overall brand consistency. This comprehensive brand guideline system established the foundation for global expansion.

My Role at a Glance

Key designer for rebrand into a scalable global system used in 167+ countries

Designed a modular framework with 60+ applications across 3 product lines and 3 languages

Created a strategic visual identity that supports brand consistency, motion adaptability, and long-term business growth

Strategic Approach & Business Impact

01 Smart Evolution Strategy
Developed a future-focused brand strategy that modernized visual identity while protecting brand equity. Retained the butterfly symbol to ensure user continuity, supported by analysis of 5+ SaaS transformation cases to align with industry trends.

02 Scalable System Architecture
Designed future-ready framework prioritizing extensibility, versatility, and professionalism. Built modular component library with triangular geometric foundation and cross-language standards, reducing individual dependency and enhancing team efficiency.

03 Butterfly Effect Brand Vision
Leveraged butterfly symbolism to represent digital innovation leadership, creating cohesive design system embodying infinite scalability across all touchpoints.

Brand Identity Development

Explored 30+ identity directions to establish core graphic language, then refined proportional details to ensure brand visual unity across all contexts.

Color System

Color extends brand personality through our strategic approach. The new dual-axis color strategy centers on Intelligent Green and Reliable Green—the former symbolizing innovation and foresight, the latter representing stability and long-term commitment. The supporting palette includes dynamic hues such as Agility Purple, Creative Pink, and Forward Blue, enabling the brand to maintain consistency across diverse application scenarios while demonstrating rich expressive capabilities.

Dots as Shared DNA

To bring a cohesive yet flexible product ecosystem, “dots” were introduced as an extended visual element—evolved from the brand’s core geometry. Within this system, Kdan Cloud embodies seamless connectivity, Kdan Store represents layers of inspiration, and Kdan AI channels sparks of intelligence. These geometric dot-based expressions allow each product to communicate its unique role, while visually remaining part of a unified brand system.

A Modular System Built for Scalability

Building a systematic architecture ensures brand consistency at scale. The system establishes clear typographic rhythms and spacing rules, while a comprehensive component library provides reusable design modules and layout paradigms. Cross-scenario validation tested adaptability across presentations, digital assets, and print materials. A style guide enables design teams to apply the system consistently, enhancing collaboration efficiency.

The dynamic pattern system draws inspiration from triangles—forms that symbolize both agility and structure. These geometric patterns can flexibly expand, contract, and stack, mirroring how Kdan helps users seamlessly navigate digital workflows. The layered variations create movement and depth, further reinforcing the brand's flexibility and adaptability

A Dynamic Brand in Motion

The brand system's versatility extended into motion design through our collaboration with 27Design. Working together on brand animations and promotional videos, the established color strategy and visual direction seamlessly translated into dynamic expressions. This cross-disciplinary partnership showcased the system's adaptability and demonstrated its potential for rich, diverse applications across multiple creative formats.

Strategic Brand Impact

The rebrand delivered more than expected—it built a modular design system that scaled from 6 templates to 60+ applications, reaching 167+ countries while maintaining brand consistency and enhancing user experience. This system became the foundation for multi-market rollout, reduced design inefficiencies, and secured long-term client collaboration.

Recognition & Value

The design achieved a balance between innovation and familiarity, earning positive recognition from both users and industry professionals:
"The new identity feels fresh yet familiar." — User feedback
"A mature and forward-thinking brand evolution." — Creative Director
This validation confirmed the strategy's effectiveness and real-world business value.

My Approach to Design

I believe great brand design means building intelligent systems that evolve.
My design approach focuses on:

Systematic Thinking to simplify complexity
Forward Planning to enable scalability
Business Alignment to drive measurable value

With a background in branding for tech companies, I quickly identify core challenges and translate them into flexible, high-impact solutions. This project validated my methodology by earning strong client trust and securing continued collaboration. This methodology has proven effective for global brand expansion, creating sustainable competitive advantages for technology companies.

For deeper insights into the rebranding initiative and Kdan’s strategic transformation, explore the following articles:

Eune Lu

Kdan Corporate Brand Evolution

Strategic Brand Impact

Recognition & Value

My Approach to Design

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