The Pavilia Farm is a next-generation residential project in Hong Kong, jointly developed by New World Development and MTR Corporation, situated above Tai Wai MTR station.

Our contribution to the project included creative direction, visual identity design, print collateral, production supervision and art direction of supporting films, photography, illustration, and more.

The Pavilia Farm's idea builds upon three distinct pillars of optimal living: Wellness & Sustainability, Innovation & Creation, and Design & Architecture. The development provides ample shared facilities tailored towards living a balanced and prosperous life amid a bustling city and strives to promote physical and mental wellness, nutritional eating, and embracing nature and community.

Embodying notions of openness and transparency—and blending into the environment in a poetic composition—the natural world is visually interpreted through an organic interplay of shapes and their missing parts, with typographic features softly fading and reappearing. The colors, textures, mood videos, illustration, layout and materials all echo the natural world.

The leaf, an archetypal symbol of nature, is thoughtfully applied to the logotype and the building blocks of the visual identity. Narrow and elegant, the typeface communicates an open and friendly feeling, even in small sizes, where its details disappear into the background. The symbol is constructed as a monogram, abbreviating the name into a continuously flowing organic shape.