OWL is a selected shop in Xi’an, to response to the evolution of it, we redesigned the logomark and branding typeface, and also developed a brand identity. The branding centers on simulated chirp with typography, we selected some funny words, such as “ok”, “look”, “wonderful”, and arrange the letters from big to small, just like the owl’s chirp. In this way we designed the whole matters of the brand, paper bag, envelope, invitation card, vip card, name card, drop and package paper.