Orchard, a new startup Hong Kong-based label, curates high-quality garments for contemporary fashion. They understand that women care about what they wear every day. Orchard’s team is dedicated to innovation, merging design and styling.

GOALS

As a new player in the competitive fashion market, Orchard’s primary goal was to build strong brand awareness, craft a compelling brand image, and establish market presence. This required a clear, consistent brand strategy that connected visual identity with long-term business objectives.

MY ROLE

As Brand Manager and Creative Director, I led Orchard’s brand-building efforts by integrating brand-focused strategy, business decision-making, and creative leadership. I developed and executed strategies that balanced commercial goals with creative innovation, ensuring that every touchpoint from product design to marketing campaigns worked cohesively to strengthen Orchard’s market positioning and drive growth.

SOLUTIONS

• Built and managed the brand website to reflect Orchard’s identity.

• Led internal teams and external partners to ensure cohesive and aligned brand execution.

• Directed photoshoots and all creative campaigns.

• Conducted market research to guide brand and product strategy.

• Managed social media presence to boost engagement.

• Oversaw store interior design and visual merchandising for a unified customer experience.

FOR Orchard