"LAKEN" PRODUCT BROCHURE
product brochures
for Heritage Ceramics (China)
year 2019
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"LAKEN" PRODUCT BROCHURE
product brochures
for Heritage Ceramics (China)
year 2019
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"LAKEN" PRODUCT BROCHURE
product brochures
for Heritage Ceramics (China)
year 2019
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"LAKEN" PRODUCT BROCHURE
product brochures
for Heritage Ceramics (China)
year 2019
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MOMENTS ISSUE 01
corporate magazine
for Niro Ceramics (Malaysia)
year 2011
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MOMENTS ISSUE 01
corporate magazine
for Niro Ceramics (Malaysia)
year 2011
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"BELLS" PRODUCT BROCHURE
product brochures
for Heritage Ceramics (China)
year 2019
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"BELLS" PRODUCT BROCHURE
product brochures
for Heritage Ceramics (China)
year 2019
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Niro granite
product brochures
for Niro Ceramics (Malaysia)
year 2005-2012
Niro granite
product brochures
for Niro Ceramics (Malaysia)
year 2005-2012
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The name "DREAMDOERS" was decided by the client's owner, and the wordmark had already been registered — its letterforms and structure were fixed and could not be altered. Within that constraint, we proposed a graphic mark to accompany the registered wordmark: two mirrored "D"s combined into a single form. We also developed the conceptual reading behind it —
Dream and Do read together as "知行合一" (word and action in unity) and "圆梦者" (the one who materializes the dream) — along with the line "WE WALK THE TALK" projecting the idea of "it takes a doer to materialize a dream." This mark, its underlying concept, and the tagline all originated from our side; the client's contribution was the name itself.
From that mark, we built out the full identity: a color system of dark teal paired with an orange accent, an auxiliary pattern of interlocking "X" motifs derived from the mirrored-D form, and a complete application system — business cards, letterhead, envelopes, storefront signage, and porcelain tile packaging (600×600mm and 600×1200mm formats). We later added a further line, "We Walk The Talk," used across apparel and collateral. The full system was adopted and put into use by the client.
Scope: Logomark design (graphic mark added to a pre-registered wordmark), naming concept interpretation and tagline development, color and pattern system, full stationery and signage suite, product packaging design.(Brand name "DREAMDOERS" and the wordmark itself were established and registered by the client prior to our involvement, and could not be modified. All graphic identity elements — the mirrored-D mark, the "知行合一/圆梦者" concept, the color and pattern system, taglines, and all applications — originated from leafindexdesignlab.)
"DREAMDOERS" CATEGORIZATION
product categorization
for DREAMDOERS Ceramics (China)
year 2024
Following the brand identity work, we proposed a five-category naming and positioning framework for the client's product range — a structure they had no prior concept of. This was the first time such a framework had been introduced to them; once presented, the client approved it for execution across both their existing product line and future product development.
The framework organizes the full range into five categories, each built on a "word + era/a" naming logic that ties the family together while giving each category its own identity: STONARA, drawing on stone and marble; FABRICA, built around industrial and man-made materials such as cement, terrazzo, leather, and metal; TIMBERA, centered on wood; ARTERA, drawing on thematic and cultural pattern design; and TECHRA, focused on technical, minimalist porcelain tiles for high-performance applications.
Each category carries its own English and Chinese positioning copy, developed to give the sales and marketing team language for distinguishing the lines when presenting to Western buyers.
Scope: Five-category product naming and positioning framework, category-level brand copywriting (English and Chinese), category identity groundwork for future product development. (The categorization framework, naming, and positioning language were originated entirely by leafindexdesignlab. The client had no prior categorization structure; this framework was introduced by us and subsequently adopted for execution.)
Following the five-category product framework we had introduced for the client (STONARA, FABRICA, TIMBERA, ARTERA, TECHRA), this project was the conceptualization work for a specific series within STONARA: a porcelain tile line inspired by Botticino marble. Where the categorization framework established the structure, this project gave one branch of that structure its narrative and visual identity — an independent piece of work, carried out after the framework had been approved.
The series name "Botticino" follows industry convention — it refers to a real, established variety of Italian marble — and was not coined by us. Everything built around that name was: the positioning copy ("Timeless Elegance of Refined Botticino"), the conceptual framing around the tile's digital-tech glaze and 3D surface texture, the catalog layout, and the curation of application scenes (bathroom, living room, kitchen, retail) used to show the tile in context. The lifestyle photography and interior scenes throughout the catalog were produced by our team rather than sourced as factory stock, as was the technical specification and packing-spec presentation.
The catalog covers a single colorway within the series — an off-white tone (product code 24112MCI, available in P2 matte finish, 30×60 / 60×60 / 60×120 formats) — positioned as a warm, versatile alternative to starker whites, with supporting technical data (water absorption, breaking strength, abrasion resistance, frost and chemical resistance) and full packing specifications for trade buyers.
Scope: Series-level concept development and copywriting, catalog layout and design, application scene photography/imagery production, technical specification and packing-spec presentation
(Series name "Botticino" follows existing Italian marble industry naming convention and was not originated by us. All conceptual copy, catalog design, imagery, and specification presentation were produced by leafindexdesignlab.)
This is another independent piece of conceptualization work within the STONARA category, following the same framework established for the client's five-category product structure. Where Botticino conceptualized one branch of STONARA around Italian marble, this project did the same for a series inspired by Silver Roots — a natural stone from Turkey.
The series name "Silver Roots" follows industry convention, referring to an established Turkish marble variety, and was not coined by us. Everything built around that name originated from our side: the positioning copy ("Intricately Veined Silver Roots"), framing the series around the fusion of natural marble character with the durability of porcelain; the catalog layout across three colorways — ASH (light grey), Cinder (medium grey), and Coal (the darkest tone in the series) — each with its own descriptive copy; and the curated application scenes spanning kitchen, living, dining, bathroom, and commercial/retail settings, shown across matte, lappato, and polished surface finishes. The lifestyle photography and interior scenes were produced by our team, as was the technical specification and packing-spec presentation.
Scope: Series-level concept development and copywriting (three colorways), catalog layout and design, application scene photography/imagery production across multiple settings, technical specification and packing-spec presentation
(Series name "Silver Roots" follows existing Turkish marble industry naming convention and was not originated by us. All conceptual copy, catalog design, imagery, and specification presentation were produced by leafindexdesignlab.)
This is another piece of series-level conceptualization work within STONARA, and the first under the "Marble" sub-category — a second-tier division (Stone / Marble) within STONARA that we introduced as a refinement of the original five-category framework, distinguishing slate-and-stone-inspired surfaces from true marble-veined ones.
The series name "Arabescato Viola" follows industry convention, referring to an established Italian marble variety, and was not coined by us. Everything built around that name originated from our side: the positioning concept "The Gorgeous Rose of Natural Stones," which frames the marble's deep purple and soft white veining through a floral metaphor (reinforced by the rose and peony photography used throughout); the catalog layout comparing matte and polished surface finishes; and the curated application scenes spanning living, bathroom, dining, and commercial/retail settings, shown in multiple formats (30×60, 60×60, 60×120, and a 28.5×21.6 mosaic sheet). The lifestyle photography and interior scenes were produced by our team, as was the technical specification and packing-spec presentation.
Scope: Series-level concept development and copywriting, catalog layout and design (matte/polished surface comparison), application scene photography/imagery production across multiple settings, technical specification and packing-spec presentation.(Series name "Arabescato Viola" follows existing Italian marble industry naming convention and was not originated by us. The Stone/Marble sub-categorization within STONARA, all conceptual copy, catalog design, imagery, and specification presentation were produced by leafindexdesignlab.)
Following the Categorization framework established for STONARA, this catalog develops the Conceptualization for a new series within the Stone sub-category. The stone itself carried a distinct fossilized texture — subtle traces resembling seashell and ammonite fossils embedded in the surface pattern. The material had traditionally gone to market under the generic name "Limestone," a term used broadly across the category with no distinguishing identity. We renamed it FOSILIME, a coined term combining "fossil" and "lime" that speaks directly to the material's defining characteristic rather than its generic mineral classification.
The series was developed across three tones — Grey, White, and Beige — each named plainly to keep the focus on the stone itself, with concept copy written to describe how each tone's particles echo the fossil-like texture running through the surface. We handled the full catalog layout, including format and surface specification displays, mosaic pattern options, and lifestyle application imagery across living, dining, bathroom, and bedroom settings, built to show the material in real spatial contexts rather than relying on flat product shots.
The catalog carries the DREAMDOERS LITE sub-brand mark alongside the existing STONARA identity — a distribution-tier brand established by the client to serve markets outside their primary DREAMDOERS dealer network, while remaining fully within the same STONARA product categorization already in place. The STONARA logomark, X-motif pattern, and tagline "The Perfect Blend of Stone & Marble" carry over from the identity system established in earlier STONARA work.
Scope: Series naming and concept development, tone naming and copy (Grey/White/Beige), full catalog layout, lifestyle application photography direction/composition, technical specification presentation(DREAMDOERS LITE sub-brand established by the client as a distribution-tier structure; product categorization follows the existing STONARA framework. STONARA visual identity system carried over from prior work.)
Within STONARA's Marble sub-category, this catalog develops the Conceptualization for the Onyx series, covering two tones — Polar and Glaria. Onyx follows established naming convention within the natural stone category; the tone names Polar and Glaria were set by the client.
For Polar, we built the concept narrative around the material's translucent, subtly veined surface, drawing a visual parallel to polar ice formations — glacial textures and frozen landscapes rendered into the stone's own pattern. Glaria's concept copy centers on a warmer, beige-toned reading of the same onyx character, positioned as a complementary counterpart within the series. Both were developed with full catalog layouts spanning bathroom, living area, commercial, and public area applications, each written and composed to match the specific surface finish (polished, matte, or the In&Out outdoor-rated finish) to its intended use case.
Scope: Concept copy for both tones (Polar and Glaria), full catalog layout, application-specific copy and imagery direction across residential, commercial, and public-area contexts, technical specification presentation(Series name "Onyx" follows existing category convention; tone names "Polar" and "Glaria" set by the client. STONARA visual identity system carried over from prior work.)
