Brand Design System

A cohesive design system bridging digital and physical touchpoints to create a seamless, trustworthy mobile payment experience.

My Role

In this project, I acted as the Lead Designer and Art Director, driving the complete design execution from early-stage offline research and structural engineering to long-term brand visual integration."

Impact & Results

With high-recognition visual integration, the POSM becomes a compelling physical advertisement on the street. This elevates the brand's offline visibility, while the highly professional and refined object tactile quality indirectly reinforces consumer trust and security in digital payments.

Packaging Design: Premium Unboxing Experience

Craftsmanship & Material
The outer packaging features a sleek, high-grammage white rigid box with a magnetic closure, showcasing clean and minimalist industrial contours. The "Hello!" and "LINE Pay" logos on the lid are executed with silver foil stamping, creating a low-profile yet premium metallic reflection under light.
Design Intent
By replacing busy prints with generous negative space, the design communicates the "cleanliness, security, and efficiency" of digital payments. The high-end tactile quality immediately establishes brand credibility the moment merchants receive it.

Designed for Taiwan’s complex retail environment

This 4-display system scales effortlessly across all merchant typologies—from tight night market stalls and fast-paced beverage chains to high-end boutiques with strict aesthetic standards. By offering versatile configurations, these touchpoints eliminate common offline friction like cluttered counters and poor lighting, ensuring a ubiquitous brand presence nationwide.

Onboarding Guide

The greeting leaflet strictly adheres to the iconic LINE Green color palette. Information is clearly bifurcated into app downloads and online support, utilizing a spacious grid to ensure even non-tech-savvy traditional merchants can onboard effortlessly.

Service Presentation

A meticulously crafted corporate introduction that mirrors the sophistication of a premium presentation, allowing you to feel LINE Pay’s professionalism in every touchpoint.