Brand Building · APAC · 2025–2026–2027
Barbour
Brand Building
APAC 2025–2026–2027
Building from first principles, then carrying one recognisable world across campaign, capsule launches, mini-app, retail experience and events.
- Role
- Strategy · Creative Director
- Format
- Experience · Campaign Photos/Film · Retail · Digital · Guidelines
- Proof
- 13,000+ visitors · 1.53B impressions · 3 Retail Asia Awards
01 / 05
Live experience
Spring with Barbour
A large-scale outdoor experience in Shanghai built from scratch that translated Barbour’s countryside spirit into an immersive environment: from brand culture to games, product discovery and social participation.
02 / 05
Campaign
Spring / Summer 2026
The portrait of an outdoor generation, connecting Barbour’s utility and heritage with a lighter, contemporary rhythm for China.
03 / 05
Social direction
AW26 · KOL Content Guidelines
A visual framework for KOL content, translating the AW26 world into personal, culturally relevant posts while maintaining a consistent Barbour point of view.
Visual references / direction
A Day in Barbour
A day in Barbour with actor Hu Yitian, from morning coffee to late-night reading, and Li Wanyi, from a dog walk under the plane trees to an evening with friends. Five films from the series, told through the AW26 codes and published natively on Xiaohongshu or in editorial partnership with ELLE.
04 / 05
Mini-app
Tartan Journey
An interactive WeChat mini-app that turned Barbour’s tartans into a playful collectible system, extending the campaign from product story to participation.
05 / 05
Creative development
LNY 2027
Coming soon
A capsule campaign elevating Barbour beyond beautiful utility into fashion: tough on the outside, warm on the inside. Sharper, cooler, and culturally on point.