Role: Creative Director, Designer

Branding
Graphic Design
Package Design
Logo Design

LUŎ is a vegan and organic chocolate company founded by a gymnast-turned chocolatier. The name means naked, bare and smooth in Chinese; connecting to the Greek root of the word gymnastics–gymnos–meaning to “train naked.”

Instead of the refined sugar and additives in traditional chocolate, LUŎ bars are raw, unrefined and unapologetically bare. Reflecting the daringness and balance required of the sport, the vibrant and campy identity was inspired by Peking opera – a colorful art form combining dancing, mime, and of course, gymnastics.