Choetech is a well-known mobile accessories brand that has gained global recognition since its launch in 2012, particularly renowned in the field of wireless charging. However, as the brand rapidly grew, its visual identity lagged—especially the logo and color palette, which were in urgent need of a refresh.

In 2020, I undertook a visual rebranding project for Choetech, beginning with a comprehensive redesign of the logo and the development of a cohesive brand identity system, aiming to present the brand as a technology company with a richer life experience. To further resolve the inconsistency across its extensive product lines, I built a clear and structured packaging visual system, enhancing clarity, recognizability, and brand consistency across both consumer perception and retail environments.