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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 firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

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.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End