CHARLES LAI ©2025
Visual Identity, Art Direction,

Photography, Graphic Design

Worldwide brand-visual partner

hello@charleslai.jp
Behance, Instagram, Linkedln

CHARLES LAI ©2025
Visual Identity, Art Direction,

Photography, Graphic Design

Worldwide brand-visual partner

hello@charleslai.jp
Behance, Instagram, Linkedln

Case Studies

All
Branding
Visual Identity
Art Direction
Cross-Channel Campaigns
Graphic Design & Packaging
Photography
Sapporo Premium Beer
A brand film that connects East and West
Nike NRC Recovery Guide
Keeping runners active in the off-season
The Native Union Brand
From tech gadget to design-led brand
The Battle Cats
Traditional art meets modern gameplay
C Water & Supply
A label refresh that makes health benefits stand out
Fairy
Helping a color con brand stand out again
Kumo
A fragrance wrapped like a novel
(NM) Cosmetics
Modern packaging, poetic expression
Nike NRC Faster Than Fast Challenge
Challenging runners to outrun their own limits
Proto Ozora
A town‐wide prototype to reimagine rural Japan
Nike Summer Running Campaign
Running through summer’s ups and downs
Yamaha Corporate Print Ad
Visualising the personal joy of music
Tanqueray Japan
Bringing Tanqueray to life without social media
The Westin Tokyo
A refined mark inspired by tradition and elegance
Ozora Life Instagram Playbook
Guide for Ozora’s daily Instagram stories
Faves Beauty
Transforming a D2C brand into a color beauty label
T STAR 5G
Rebranding a rising telecom for Taiwan’s 5G era
Tokyo Green Tea
A seasonal green tea designed for global visitors
Another Ordinary
Minimalist skincare with an ocean-first mindset
IQOS Spring Edition Packaging
Spring-inspired UV-reactive packaging for limited edition
Blue Bottle Picnic Mat
Making coffee outside feel Blue Bottle
RICAFROSH
A packaging refresh for Gen Z’s favorite D2C beauty brand
IQOS Father’s Day Packaging
A playful gift box that helps say what words can’t
Native Union Photography
Defining a unified visual tone for tech accessories
Topawards Asia
Adding motion to an Asian packaging award

Case Studies

All
Branding
Visual Identity
Art Direction
Cross-Channel Campaigns
Graphic Design & Packaging
Photography
Sapporo Premium Beer
A brand film that connects East and West
Nike NRC Recovery Guide
Keeping runners active in the off-season
The Native Union Brand
From tech gadget to design-led brand
The Battle Cats
Traditional art meets modern gameplay
C Water & Supply
A label refresh that makes health benefits stand out
Fairy
Helping a color con brand stand out again
Kumo
A fragrance wrapped like a novel
(NM) Cosmetics
Modern packaging, poetic expression
Nike NRC Faster Than Fast Challenge
Challenging runners to outrun their own limits
Proto Ozora
A town‐wide prototype to reimagine rural Japan
Nike Summer Running Campaign
Running through summer’s ups and downs
Yamaha Corporate Print Ad
Visualising the personal joy of music
Tanqueray Japan
Bringing Tanqueray to life without social media
The Westin Tokyo
A refined mark inspired by tradition and elegance
Ozora Life Instagram Playbook
Guide for Ozora’s daily Instagram stories
Faves Beauty
Transforming a D2C brand into a color beauty label
T STAR 5G
Rebranding a rising telecom for Taiwan’s 5G era
Tokyo Green Tea
A seasonal green tea designed for global visitors
Another Ordinary
Minimalist skincare with an ocean-first mindset
IQOS Spring Edition Packaging
Spring-inspired UV-reactive packaging for limited edition
Blue Bottle Picnic Mat
Making coffee outside feel Blue Bottle
RICAFROSH
A packaging refresh for Gen Z’s favorite D2C beauty brand
IQOS Father’s Day Packaging
A playful gift box that helps say what words can’t
Native Union Photography
Defining a unified visual tone for tech accessories
Topawards Asia
Adding motion to an Asian packaging award

Case Studies

All
Branding
Visual Identity
Art Direction
Cross-Channel Campaigns
Graphic Design & Packaging
Photography
Sapporo Premium Beer
A brand film that connects East and West
Nike NRC Recovery Guide
Keeping runners active in the off-season
The Native Union Brand
From tech gadget to design-led brand
The Battle Cats
Traditional art meets modern gameplay
C Water & Supply
A label refresh that makes health benefits stand out
Fairy
Helping a color con brand stand out again
Kumo
A fragrance wrapped like a novel
(NM) Cosmetics
Modern packaging, poetic expression
Nike NRC Faster Than Fast Challenge
Challenging runners to outrun their own limits
Proto Ozora
A town‐wide prototype to reimagine rural Japan
Nike Summer Running Campaign
Running through summer’s ups and downs
Yamaha Corporate Print Ad
Visualising the personal joy of music
Tanqueray Japan
Bringing Tanqueray to life without social media
The Westin Tokyo
A refined mark inspired by tradition and elegance
Ozora Life Instagram Playbook
Guide for Ozora’s daily Instagram stories
Faves Beauty
Transforming a D2C brand into a color beauty label
T STAR 5G
Rebranding a rising telecom for Taiwan’s 5G era
Tokyo Green Tea
A seasonal green tea designed for global visitors
Another Ordinary
Minimalist skincare with an ocean-first mindset
IQOS Spring Edition Packaging
Spring-inspired UV-reactive packaging for limited edition
Blue Bottle Picnic Mat
Making coffee outside feel Blue Bottle
RICAFROSH
A packaging refresh for Gen Z’s favorite D2C beauty brand
IQOS Father’s Day Packaging
A playful gift box that helps say what words can’t
Native Union Photography
Defining a unified visual tone for tech accessories
Topawards Asia
Adding motion to an Asian packaging award