Big Brother is watching you

by Daedalustudio

The crossover collaboration between the two young fashion brands, Ginger and LEUR’EM, takes an approach to the eclecticism and practice of New Age, in a spiritual yet minimal way.

We took the well known quote, Big Brother is watching you, originally from George Orwell's Nineteen Eighty-Four as a means of controlling and suppressing the will of the populace. In this case to be a metaphor of looking after ourselves from a higher level perspective, transforming ourselves to be better selves.

The campaign was designed to contain merchandises — embroidered t-shirts, large print t-shirts, luminous t-shirt, tattoo stickers and postcards. Together with the products, in-store decorations were setup to comply with the visual identity.


Silver in Integrated Graphic Design 2020

Created by:

Design Director

Billy Cheung

Design Company



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O-Creation Limited

Design Team

Cyrus Lee, Venus Cheung


Entrant Companies

Daedalustudio, HK


Ginger, HK

Individual Credits

Graphic Designer: Cyrus Lee
Graphic Designer: Venus Cheung