CHARLES LAI ©2025
Visual Identity, Art Direction,

Photography, Graphic Design

Based in Tokyo, work for global

hello@charleslai.jp
Behance, Instagram, Linkedln

CHARLES LAI ©2025
Visual Identity, Art Direction,

Photography, Graphic Design

Based in Tokyo, work for global

hello@charleslai.jp
Behance, Instagram, Linkedln

CHARLES LAI ©2025
Visual Identity, Art Direction,

Photography, Graphic Design

Based in Tokyo, work for global

hello@charleslai.jp
Behance, Instagram, Linkedln

Case Studies

All
Branding
Visual Identity
Art Direction
Cross-Channel Campaigns
Graphic Design & Packaging
Photography
Nike Recovery Guide
Keeping runners active in the off-season
Proto Ozora
A town‐wide prototype to reimagine rural Japan
Another Ordinary
Minimalist skincare with an ocean-first mindset.
Sapporo Premium Beer
A brand film that connects East and West
Kumo
A fragrance wrapped like a novel
C Water & Supply
A label refresh that makes health benefits stand out
Nike Summer Running
Running through summer’s ups and downs.
The Battle Cats 12th Anniversary
Traditional art meets modern gameplay
Tanqueray Japan
Bringing Tanqueray to life without social media
Native Union Brand
From tech accessory brand to global fashion-tech brand
FAVES BEAUTY
Transforming a D2C brand into a color beauty label
(NM) Cosmetics
Modern packaging, poetic expression.
Blue Bottle Reusable Picnic Mat
Designing a picnic mat that doubles as a brand experience.
IQOS Spring Edition Packaging
Spring-inspired UV-reactive packaging for limited edition
Fairy Color Contact Lenses Rebrand
Helping a major color con brand stand out again
Tokyo Green Tea
A seasonal green tea designed for global visitors
IQOS Father’s Day Packaging
A playful gift box that helps say what words can’t
RICAFROSH
A packaging refresh for Gen Z’s favorite D2C beauty brand
The Westin Tokyo 25th Anniversary
A refined mark inspired by tradition and elegance
Nike NRC – Faster Than Fast Challenge
Challenging runners to outrun their own limits
T STAR – 5G Brand Identity
Rebranding a rising telecom for Taiwan’s 5G era
Ozora Life Instagram Playbook
Guiding Ozora Town’s social media storytelling
Topawards Asia
Strengthening the award’s identity with motion graphics
Native Union In-House Photography
Defining a unified visual tone for tech accessories

Case Studies

All
Branding
Visual Identity
Art Direction
Cross-Channel Campaigns
Graphic Design & Packaging
Photography
Nike Recovery Guide
Keeping runners active in the off-season
Proto Ozora
A town‐wide prototype to reimagine rural Japan
Another Ordinary
Minimalist skincare with an ocean-first mindset.
Sapporo Premium Beer
A brand film that connects East and West
Kumo
A fragrance wrapped like a novel
C Water & Supply
A label refresh that makes health benefits stand out
Nike Summer Running
Running through summer’s ups and downs.
The Battle Cats 12th Anniversary
Traditional art meets modern gameplay
Tanqueray Japan
Bringing Tanqueray to life without social media
Native Union Brand
From tech accessory brand to global fashion-tech brand
FAVES BEAUTY
Transforming a D2C brand into a color beauty label
(NM) Cosmetics
Modern packaging, poetic expression.
Blue Bottle Reusable Picnic Mat
Designing a picnic mat that doubles as a brand experience.
IQOS Spring Edition Packaging
Spring-inspired UV-reactive packaging for limited edition
Fairy Color Contact Lenses Rebrand
Helping a major color con brand stand out again
Tokyo Green Tea
A seasonal green tea designed for global visitors
IQOS Father’s Day Packaging
A playful gift box that helps say what words can’t
RICAFROSH
A packaging refresh for Gen Z’s favorite D2C beauty brand
The Westin Tokyo 25th Anniversary
A refined mark inspired by tradition and elegance
Nike NRC – Faster Than Fast Challenge
Challenging runners to outrun their own limits
T STAR – 5G Brand Identity
Rebranding a rising telecom for Taiwan’s 5G era
Ozora Life Instagram Playbook
Guiding Ozora Town’s social media storytelling
Topawards Asia
Strengthening the award’s identity with motion graphics
Native Union In-House Photography
Defining a unified visual tone for tech accessories

Case Studies

All
Branding
Visual Identity
Art Direction
Cross-Channel Campaigns
Graphic Design & Packaging
Photography
Nike Recovery Guide
Keeping runners active in the off-season
Proto Ozora
A town‐wide prototype to reimagine rural Japan
Another Ordinary
Minimalist skincare with an ocean-first mindset.
Sapporo Premium Beer
A brand film that connects East and West
Kumo
A fragrance wrapped like a novel
C Water & Supply
A label refresh that makes health benefits stand out
Nike Summer Running
Running through summer’s ups and downs.
The Battle Cats 12th Anniversary
Traditional art meets modern gameplay
Tanqueray Japan
Bringing Tanqueray to life without social media
Native Union Brand
From tech accessory brand to global fashion-tech brand
FAVES BEAUTY
Transforming a D2C brand into a color beauty label
(NM) Cosmetics
Modern packaging, poetic expression.
Blue Bottle Reusable Picnic Mat
Designing a picnic mat that doubles as a brand experience.
IQOS Spring Edition Packaging
Spring-inspired UV-reactive packaging for limited edition
Fairy Color Contact Lenses Rebrand
Helping a major color con brand stand out again
Tokyo Green Tea
A seasonal green tea designed for global visitors
IQOS Father’s Day Packaging
A playful gift box that helps say what words can’t
RICAFROSH
A packaging refresh for Gen Z’s favorite D2C beauty brand
The Westin Tokyo 25th Anniversary
A refined mark inspired by tradition and elegance
Nike NRC – Faster Than Fast Challenge
Challenging runners to outrun their own limits
T STAR – 5G Brand Identity
Rebranding a rising telecom for Taiwan’s 5G era
Ozora Life Instagram Playbook
Guiding Ozora Town’s social media storytelling
Topawards Asia
Strengthening the award’s identity with motion graphics
Native Union In-House Photography
Defining a unified visual tone for tech accessories