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28 HongKong Street

Quantity Produced


Production Cost

Production Time

Approx 2-4 weeks per item

Dimensions (Width × Height × Depth)


Page Count

Paper Stock

Maple Bright
Sirio 80 Black

Number of Colors







What’s black + white and … not read all over? It’s not read anywhere, really, and that’s the point. 28 HongKong Street’s sleek and mysterious collateral speaks to a very specific audience: people that wear argyle.

28 HongKong Street is a discreet New York inspired cocktail bar where guests are invited by word-of-mouth. We put together an extensive collection of print, packaging and identity work that would be touched only by a select few.

The powder embossing was a new territory for us. We shared many concerns: the level of gloss, how raised it was, the texture, and of course, bubbles. The educational cards had tiny powder embossed dots, which sometimes got flattened in the heat during printing. We went through many rounds of samples and proofs before we got a consistency that we liked.

28 HongKong Street Collateral ---
28 HongKong Street Collateral ---
28 HongKong Street Collateral ---
28 HongKong Street Collateral ---
28 HongKong Street Collateral ---
28 HongKong Street Collateral ---
28 HongKong Street Collateral


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28 HongKong Street Collateral


Production Method






Creative Director: Karen Huang
Art Director: Adeline Chong
Designers: Benjamin Koh, Wong Chee Yi, Jenny Ji Jun



Kai Lian Printing Service
Nanyang Envelopes
Picture.Picture Connexion

This post was published in the original layout of FPO so all images are smaller. Project descriptions as well as production lessons are quoted in the main content area.

Post Author

Kelly Cree

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

February 28, 2012


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About UnderConsideration

UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.


Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

Speak Up (2002 – 2009) / Discussing, and looking for, what is relevant in, and the relevance of, graphic design. Archives Only.

Word It (2003 – 2010) / Encouraging creative diversity in the community through monthly, one-word challenges. Archives Only.

Brand New Classroom (2010 – 2011) / Providing a space for critique and opinions on student identity workArchives Only.

graphic design

Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.


The 2010 FPO Awards / 2011, self-published.

The 2010 Brand New Awards / 2011, self-published.

Flaunt: Designing effective, compelling and memorable portfolios of creative work / 2010, self-published.

Events & Judged Competitions

Brand New Conference / A one-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.

Brand New Awards / Celebrating the best identity work produced around the world.

FPO Awards / Celebrating the best print work from around the world.


Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design / 2009, Rockport.

Women of Design: Influence and Inspiration from the Original Trailblazers to the New Groundbreakers / 2008, HOW Books.

The Word It Book: Speak Up Presents a Gallery of Interpreted Words / 2007, HOW Books.

The End