THINKWAYS Works｜Branding Projects｜Design Portfolio

We craft brand solutions that respond to real-world challenges.

FAN STEAK INN

A contemporary voice from the classics

Founded in 1994, FAN STEAK INN stands as an important chapter in Taiwan’s steakhouse history. After three decades of evolution and relocation, the second-generation leadership redefined its mission—treating “the classic” not as something preserved, but as something continuously practiced. Thinkways helped rebuild the brand identity and communication system through a strategic, design-led lens, allowing FAN STEAK INN to honor familiar flavors while speaking to new generations with a contemporary voice.

Thinkways

Redefining after a decade of evolution

For its tenth anniversary, Thinkways redefined its consultancy role through a complete rebrand that unified strategy, design, and marketing into a clearer, internationally aligned system. The new identity strengthens communication across industries and provides a scalable foundation for the company’s next phase of growth.

ASE

Advancing sustainability through corporate action

As a global leader in semiconductor innovation, ASE has long invested in environmental and social impact. To drive change with greater clarity and structure, the group established ASE Social Enterprise, channeling corporate resources into social innovation and multi-stakeholder collaboration. Thinkways developed the brand strategy and identity system, defining its positioning, architecture, and communication language to translate ASE’s sustainability vision into a tangible, coherent brand.

H2U

Repositioning the Brand After Group Integration

Originating in 2013 from Foxconn Group’s employees’ health plan, H2U as a health service has since expanded its client base across the globe, serving industries such as technology, fashion, and retail. Following a series of acquisitions in the health and wellness sector, H2U began transforming from a B2B service provider into a B2C health ecosystem brand—connecting healthcare, wellness, media, and data platforms. THINKWAYS was commissioned to tackle the challenges of aligning diverse brand cultures and communication styles. Through internal interviews, consumer insight analysis, and market research, we redefined the group’s brand positioning, strategy, and architecture, laying a solid foundation for H2U’s transition into a unified and internationally-oriented brand group.

SUNMAX

From medical manufacturing to a future-ready brand

Founded in 2001, SUNMAX Biotechnology has pioneered collagen innovation across medical aesthetics, biomedical research, and regenerative medicine—becoming the first in Asia with GMP-grade collagen production. For its 22nd anniversary, Thinkways led a full-scale rebrand, redefining strategic positioning, identity, and digital experience to elevate SUNMAX into a globally competitive, science-driven beauty brand ready for its next phase of growth.

CAVE.05

Turning brand methodology into an experiential discovery

As the second chapter of Thinkways’ 10th anniversary, CAVE.05 reimagined our branding framework as an immersive game themed around “prehistoric egg cakes.” Blending archaeology and semiotics, participants acted as explorers deciphering symbols in a world without written language. The project transformed brand identity from a specialist concept into an accessible, playful experience—showcasing our belief that brand education works best when it can be felt, not just seen.

Chali

Redefine brand experience through words

For Thinkways’ 10th anniversary, we transformed our branding methodology into a three-day experiential project: Cha-li Tattoo Studio. Inspired by the Taiwanese homonym for “tattoo,” the concept likened brand slogans to lifelong imprints. Participants combined curated words and templates to generate their own life mottos, experiencing how brand language is created. The project turned “branding” from an abstract idea into an engaging, memorable ritual.

HANHUANG

From Local Developer to Empathetic Builder of Tomorrow

Han Huang Group has long been rooted in Zhonghe and Yonghe Districts, earning trust through its commitment to building homes with integrity. As the leading player in urban renewal and reconstruction projects locally, the company now enters a new chapter under second-generation leadership—expanding and engaging more deeply in social and sustainability initiatives. THINKWAYS was invited to lead a full rebranding process, involving stakeholder interviews, market analysis, and internal brand workshops. The goal was to reshape the brand’s identity and align internal culture with a new, forward-looking narrative.

HOLY GAZAI

A blessing born from an unsettled era

In the uncertainty following the pandemic, Thinkways launched HOLY GAZAI, a self-initiated project crafted as a heartfelt New Year blessing for 2022. From concept and naming to printing, packaging, and production, the team collaborated across disciplines to turn brand thinking into a tangible gift. More than a design piece, it became an act of creativity meant to uplift and connect people.

Cheasure

Building a connected ecosystem for family health

Cheasure is a leading maternity and family health network in Xizhi. To address fragmented sub-brands and inconsistent experiences, Thinkways unified its service system through interviews and mapping. Reframed as “a guardian of life and living,” the brand becomes a reliable health ecosystem for families.

FONEN & FONHER

From a classic fructose manufacturer to a modern, brand-led enterprise

Founded in 1964, Fongnen & Fongher is Taiwan’s largest high-fructose syrup producer and a long-standing supplier to major global beverage brands. As the market evolved, the company faced outdated brand perception and fragmented communication. Thinkways led a full rebrand—conducting interviews, workshops, and market research—to unify vision and strategy, infuse a new generational perspective, and initiate a shift from traditional manufacturing to brand-driven thinking.

oloo

Redefining the Last-Mile Mobility Experience

As Taiwan’s shared mobility market rapidly matured, THINKWAYS was commissioned by China Motor Corporation to support their innovation team in launching the first shared e-scooter brand. In a space dominated by bikes and motorcycles, the challenge was to spotlight the unique advantages of e-scooters and introduce “Micro-Mobility” as a relevant and resonant mobility solution. Through market research and strategic naming, we positioned the brand as the “go-to choice for short-distance urban travel,” bridging commutes, campuses, and daily micro-journeys with a fresh take on city movement.

STARNIC

From a single identity to a unified group brand system

STARNIC Medical Aesthetic Group is one of Taiwan’s top three aesthetic chains, operating 50+ clinics and serving over 300,000 members across brands such as STARNIC Aesthetic Academy, STARNIC BEAUTY LAB, and STARNIC Skincare. As the group expanded, a single identity could no longer support multi-brand operations, creating communication gaps. Thinkways redefined the vision, rebuilt the brand architecture, and systematized the identity to establish a unified, scalable group brand foundation.

OB STYLE

Shaping a new growth curve in the era of fashion e-commerce

Founded 18 years ago on YAHOO Auctions, OB Style has grown alongside Taiwan’s e-commerce evolution. As competition intensified and consumer behavior shifted, the brand needed a renewed language to articulate its core value. Thinkways led a comprehensive rebranding—from founder interviews, brand workshops, and consumer focus research to strategic refinement and visual identity upgrade—building a brand system that reconnects with OB’s origin while aligning with the market’s changing landscape.

PILI

Reimagining a cultural icon for a new generation

For over three decades, PILI has been one of Taiwan’s most iconic entertainment brands, carrying deep cultural memories across generations. As technology and viewing habits evolved, PILI began engaging younger and global audiences in 2020. At this pivotal moment, Thinkways supported the brand’s renewal to refine strategy and visual direction to help this classic art form continue its path onto the international stage.

Le Renouveau

A new benchmark for medical aesthetics

In a fast-growing and highly competitive market, consumers increasingly seek “natural beauty” supported by medical expertise. Founded by the St. Tiya Medical Group, Le Renouveau aims to become Taiwan’s premier anti-aging brand. Thinkways help to conduct market insight, define strategy, and build the identity system to position the brand as a club-level medical aesthetic experience that unites clinical precision with refined taste.

Dim Sum 8

Reimagining traditional Cantonese dim sum with a fresh contemporary lens

Dim sum culture is deeply embedded in Taiwan’s everyday dining habits, with both long-established eateries and emerging brands shaping the market. After the brand’s transition to a new management team, Dim Sum 8 invited an award-winning Taiwanese chef to redefine its culinary direction. Thinkways supported the full brand refresh—from positioning and concept development to identity creation—crafting a Hong Kong–style dim sum brand that balances “authentic flavor” with “Taiwan’s new aesthetic,” offering a refined yet approachable dining experience.

nac nac

From Infant Care to a Lifelong Parenting Partner

As a market leader for over 30 years, nac nac faced evolving parenting styles and the need to expand beyond traditional “infant products.” Thinkways orchestrated a comprehensive rebrand, introducing a “one-stop, age-specific” solution that spans from newborns to tweens. By redefining the brand core as “Knack,” we transformed nac nac from a product supplier into a supportive ally, turning parenting challenges into a journey of love and creativity.

YEASTMASTER

Crafting contemporary imagination from traditional mastery

Following Taiwan’s food-safety reform, consumers have become more discerning, fueling a wave of artisanal condiment brands. Yet many soy sauce labels remain tied to nostalgic, rural imagery. Thinkways partnered with YEASTMASTER to reposition the brand from a “seasoning product” to a tabletop luxury, blending traditional craft, modern processing, and contemporary aesthetics. This strategic shift allowed the brand to break through in a highly saturated market.

Cubix

Exploring infinite possibilities within a defined space

As Taiwan’s curated retail scene continued to grow, Thinkways was invited to build a new brand that balances differentiation with cultural depth. The store blends Japanese craftsmanship with European hand-built bicycles, connecting movement and stillness within one space. In Taichung’s competitive market, we returned to the essence of “object” and “space,” positioning them as the brand’s core and shaping a community defined by refined taste.

cafe noote

A distinctive café within the city’s quiet alleys

In a market filled with diverse café styles, two sisters from Hong Kong sought to create a space in Taipei that balances clarity with quiet emotion. Thinkways shaped the brand from naming and identity to spatial concept—building a language for cafe noote where simplicity holds warmth, and everyday interactions feel gentle and fluid.

Cola Neko

Rebranding to bring joy back to learning

Cola Neko is one of Taiwan’s most recognized online Japanese-learning platforms, known for its warm and interactive teaching style. Thinkways supported its brand refresh and website redesign—integrating visual identity with user experience to bring the brand spirit, “Learn Japanese with joy,” into every interaction. The result is a digital brand experience that balances learning depth with playful motivation.

Velo City

A cycling brand inspired by European urban life

Taiwan excels in bicycle manufacturing, yet daily cycling culture remains limited. Velo City introduces Europe’s “ride as lifestyle” mindset, reconnecting people with cities through experience and education. Thinkways created a unified identity system that positions the brand as a cultural platform rather than a retail outlet.

Formulist

From scientific R&D to creative health innovation

As preventive care gains mainstream acceptance, consumers now combine supplements, exercise, and light nutrition as part of everyday life. Research shows they value ingredient integrity and technical expertise, yet lack emotional connection with most brands. Thinkways repositioned formulist by elevating its “natural and effective” R&D ethos into the idea of a health innovator that redefines formulas—using patented ingredients and creative recombination to break away from traditional supplement conventions.

LaPlus

From component manufacturing to brand-led innovation

LaPlus, originally a Taiwanese B2B parts manufacturer, leveraged years of technical expertise to reenter the market through connectors—creating flexible, multi-brand integration solutions. Thinkways guided the brand transformation across positioning, identity, and digital strategy, establishing a language centered on innovative connection, enabling LaPlus to stand out in a highly competitive electronics sector.

BOOM!

A Cross-Border Initiative: Empowering Entrepreneurs with Brand Workshop

Recognizing that many entrepreneurs lack systematic brand knowledge, Thinkways partnered with Dutch consultancy TIN.studio to launch this cross-border initiative. Focused on “New Brand / ReBrand,” the workshop moves beyond subjective aesthetics. We guide participants through a structured thinking module, empowering them to build competitive, international brands from the ground up by bridging the gap between product excellence and strategic branding.

Brand Workshop：https://youtu.be/Lz3v_1Wbv_Y?si=tjAA9TM4R06AFbev

2h fitness

A smart, family-friendly fitness brand

2h fitness reframes exercise through the dual idea of Health & Happiness, making movement approachable for all ages as the market shifts toward neighborhood-based fitness. Positioned with friendliness, smart technology, and everyday accessibility, the brand enables beginners and families to start with ease. For Thinkways, this project was a real-world test of strategy meeting operations—translating research, identity, and service logic into a next-generation wellness brand.

oh care

From Manufacturing Giant to Family Care

With over 30 years of expertise in bio-detection, GBC sought to expand from B2B manufacturing to the consumer market. Initially requested as a visual update, Thinkways identified a fragmentation issue in their multi-brand approach. We pivoted the strategy to a “Single Brand” architecture, consolidating diverse product lines under one umbrella. This transformation shifted the corporate mindset from manufacturing-centric to consumer-centric, establishing a cohesive family care brand rooted in preventive medicine.

Re/Compose

Born from Wedding Floral Waste

Re/Compose reimagines wedding floral waste through a design-driven inquiry into beauty, decay, and renewal. Thinkways collected post-event florals and transformed them into an exhibition that blends research, curation, and activism—turning discarded materials into a lens for discussing lifecycle and resource awareness.

KPLUS

From Precision Manufacturing to Cycling Aesthetics

Originating from a leading Taiwanese OEM helmet manufacturer, KPLUS possessed exceptional craftsmanship and R&D capabilities. The challenge was to pivot from a B2B manufacturing mindset to a B2C consumer brand ready for the global market. Thinkways guided KPLUS to transcend mere functional specifications, redefining the brand not just as a provider of “safety,” but as a purveyor of “style and pleasure.” Through comprehensive brand strategy and visual identity restructuring, we transformed KPLUS into an international cycling accessory brand with attitude and lifestyle appeal.

Award-winning over the years for excellence in brand design