pink label.jpg

Pink Label is a fictional brand grounded in real-time distribution with its own website, zine serialization, products, and identity. The brand features content involving East Asian pop culture, fashion, female adolescence, and growing up in a first-generation immigrant family within a transparently consumable and distinctive style.


Pink Label Online Shop


Pink Label Online Shop is formatted like that newspaper circular undesirably jammed in your mailbox every Sunday. Click on the advertisements to see how the products look like in real life.

Order form is fully functional and you can expect to receive product within 1-2 weeks. On campus addressees can be delivered in person within a week or less.


Missing Cat

missingcatposter edited-m.png

Missing Cat Poster marks the kidnapping of Golden Lucky Cat Yellow and the grand opening of the Pink Label website. 


Pink Label Weekly Zine


Pink Label zine series is a year-long serialization with a new issue every Thursday. Each booklet displays just one piece of content pertaining to everyday life, and the topic could be focused around the cultural objects that we consume, clothes that we wear, and/or childhood memories that we hold. Content usually revolves around fashion, female adolescence, consuming East Asian pop culture or cultural products.


Helenica Font

Screen Shot 2018-02-14 at 4.04.05 PM.png

All billboards, documentation, and public text is rendered in the official handwriting font of Pink Label


Pink Label Frist Installation


Pink Label has a year-long interactive art installation in Frist Campus Center, Princeton University. It is a station where posters, zines, and other print materials can change out every week. Passersby are free to interact with, pick up, and take a piece of the installation with them.