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Hung-Ming Chen

Chen Hung-Ming



Year of birth: 1978

Place of birth: Taipei, Taiwan

Contact: +46 (0) 76 240 95 73
soon9801 (at)

Branding from Senses 

I was working for BenQ Inc for two years in the field of consumer products and after that I decided to further my education in Sweden to experience Nordic design.

In my degree project, I created a brand taking off from the design world, trusting the gut feeling of sensations, and then transferring them to the logic of branding in the shape of a brand toolbox. The toolbox will be an instrument to communicate the brand and this tool may be of importance in helping brand development or designers who need to find a consistent style as well as in providing designers with a better understanding of how a brand image is created relating to their own gut feeling.