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POKE BOX — BRAND INTEGRATION & STORE DESIGN
POKE BOX — BRAND INTEGRATION & STORE DESIGN
POKE BOX — BRAND INTEGRATION & STORE DESIGN
From an existing brand identity to a lived-in space — this project traces how illustration and spatial design can deepen a brand's presence beyond the page.
CLIENT
THE POKE BOX
ROLE
SPATIAL & ILLUSTRATION DESIGNER
RESPONSIBILITIES
BRAND INTEGRATION / ILLUSTRATION / INTERIOR
YEAR
2026
THE POKE BOX
POKE BOX — BRAND INTEGRATION & STORE DESIGN
THE BRIEF
The brief for Poke Box's new location called for a store environment that felt site-specific and experientially distinct, while maintaining coherence with the brand's established visual identity. Having previously contributed to the development of Poke Box's spatial and brand direction, I approached this project as an evolution of that language — deepening the brand story through colour, materiality, lighting, signage, and spatial detail rather than replicating an existing formula.
The brief for Poke Box's new location called for a store environment that felt site-specific and experientially distinct, while maintaining coherence with the brand's established visual identity. Having previously contributed to the development of Poke Box's spatial and brand direction, I approached this project as an evolution of that language — deepening the brand story through colour, materiality, lighting, signage, and spatial detail rather than replicating an existing formula.
My role focused on translating the brand system into a physical interior environment, from spatial planning and material direction to feature elements, lighting atmosphere, and customer flow. The goal was to strike a balance between consistency and distinctiveness — creating a space that feels unmistakably Poke Box while responding to the specific conditions of this location, and ensuring a seamless continuity of brand identity from visual language through to built space.
My role focused on translating the brand system into a physical interior environment, from spatial planning and material direction to feature elements, lighting atmosphere, and customer flow. The goal was to strike a balance between consistency and distinctiveness — creating a space that feels unmistakably Poke Box while responding to the specific conditions of this location, and ensuring a seamless continuity of brand identity from visual language through to built space.
THE CONCEPT
The concept draws inspiration from the ocean and the freshness associated with Poke Box’s brand identity. The wave form on the counter represents the movement of the sea, visually connecting to the brand’s fish logo as if the fish is jumping out of the waves. Instead of expressing freshness through literal greenery or murals, the design uses form, materiality, and lighting to create a more subtle and dynamic brand experience. White barn wood introduces a coastal, beach-house feeling, while the neon-style signage reinforces the lively seaside atmosphere.
The concept draws inspiration from the ocean and the freshness associated with Poke Box’s brand identity. The wave form on the counter represents the movement of the sea, visually connecting to the brand’s fish logo as if the fish is jumping out of the waves. Instead of expressing freshness through literal greenery or murals, the design uses form, materiality, and lighting to create a more subtle and dynamic brand experience. White barn wood introduces a coastal, beach-house feeling, while the neon-style signage reinforces the lively seaside atmosphere.
The illustration system was conceived as a brand asset, not surface decoration — an extension of the identity that brings ocean, freshness, and tropical warmth into the space with greater intentionality. The brand's existing fish logomark was also subtly refined to better integrate with the new illustrative direction, strengthening visual cohesion across all applications.
The illustration system was conceived as a brand asset, not surface decoration — an extension of the identity that brings ocean, freshness, and tropical warmth into the space with greater intentionality. The brand's existing fish logomark was also subtly refined to better integrate with the new illustrative direction, strengthening visual cohesion across all applications.
FROM INTERIOR TO BRAND TOUCHPOINTS
The central design move was the development of a custom illustration system inspired by the nostalgic visual culture of coastal Hawaii vintage posters. Rather than applying illustration as surface decoration, it was conceived as a brand asset — an extension of the identity that communicates ocean, freshness, movement, and tropical warmth with greater intentionality and memorability. As part of this refinement, the brand's existing fish logomark was subtly optimised to better integrate with the new illustrative direction, improving visual cohesion across applications.
The central design move was the development of a custom illustration system inspired by the nostalgic visual culture of coastal Hawaii vintage posters. Rather than applying illustration as surface decoration, it was conceived as a brand asset — an extension of the identity that communicates ocean, freshness, movement, and tropical warmth with greater intentionality and memorability. As part of this refinement, the brand's existing fish logomark was subtly optimised to better integrate with the new illustrative direction, improving visual cohesion across applications.
© KATHRYN XU
© 2026