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Bee Cheng Hiang – 2021 Folding Hamper Catalogue Design

For the 2021 CNY hamper campaign, I worked closely with the marketing team to design Bee Cheng Hiang’s first-ever folding-style catalogue.The new format had to communicate product and pricing information while also functioning as an in-store display when unfolded.

My Role & Responsibilities

Designed the overall layout structure, ensuring each fold section presented the content clearly and cohesively — even when partially viewed.Managed the hamper photography, and where necessary, retouched or DI-ed product visuals to complete missing elements due to shoot limitations.

Design Approach

Fold-Aware Layout Planning: Crafted the layout so that each panel fold remains visually complete, providing flexibility for standalone or full-spread viewing.
Functional Versatility: Ensured the catalogue could double as a counter display piece for stores, showcasing pricing and key visuals even when folded outward.
Visual Balance & Adaptation: Balanced image placement, pricing info, and product descriptions within the constraints of the fold — without disrupting flow or clarity.

Outcome

Introduced a multi-purpose printed catalogue that worked both as a takeaway brochure and an in-store display aid.
Delivered a cohesive visual system through hands-on layout design and adaptive photography support.