In 2022, the firm was commissioned by a domestic furniture brand XUE to carry out a brand upgrading project to identify their core value in design, culture, and craft. Together with the team, we proposed three keywords to represent the brand: form, sustainability, and oriental. A new logo was thereafter born to match the concept. Sensing XUE is a brand profound in craftsmanship, the designer incorporated traditional Chinese calligraphy style into the Western typing style, creating a new oriental serif with very simplistic look. We also provide a toolkit to ensure that XUE tells a unified, highly visual story of design and innovation across all touch points. The upgraded XUE then debuted at Design Beijing in a booth designed like a deconstructed Beijing style house, creating and elegant and distinctive oriental ambiance. The roof top are composed of exhibition tools from last year, to echoing its steady belief in sustainability.