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Chen (Andrew) Xu ︎︎︎


HP Sprocket Sense
Plum Wine

Kodak Printomatic+
Kodak Printomatic+ Package
Kodak x Barbie
Cocreate x EPE
Elite Top 10 Industries Ads
Ali Family Letter
Elite Promotional Event
The New CRN
BY&S
Let’s Think About Home
HiLink Platform
HiLink Education Web design
RICEPO
Za Ba De Cold Noodle
Be Someone’s Home
Masslottery 50th Year Anniversary
Hello! Love is love.
The One
Taste is King
Hi Hot Pot
Art and Form
O&M Grocery Market
Fika
The Book Of The Tea World
Code
Swedish
3L Boxed Wine
Sustainable Paint Package
Norwegian
Online Clinic App




Info

I am a multidisciplinary designer based in Metuchen, New Jersey, specializing in visual identity, art direction, and print and digital experiences. My hope is to seamlessly integrate research, typography, branding, and packaging into business and design art. I focus on packaging design and e-commerce design on lifestyle and healthy brand.


Graphic Designer at  C&A Global
Mark

Plum Wine






Plum Wine ︎
Client ︎︎︎ Plum Wine
Technique ︎︎︎ Website, Social media, Video, Exhibition

Background

Following the acquisition of Plum Wine by C+A Global, the brand entered a new chapter with an opportunity to rethink both its market positioning and customer experience.

Originally positioned as a premium wine preservation system with a stronger focus on B2B and high end hospitality markets, Plum needed to evolve into a more accessible consumer brand. The new direction shifted the focus toward B2C, bringing professional-level wine preservation technology into the home at a more approachable price point, without compromising on quality, performance, or design.

The goal of the relaunch was to reposition Plum as a modern, premium-yet-accessible wine preservation brand: sophisticated enough for serious wine enthusiasts, but simple and attainable enough for everyday wine lovers.

Solution

To support this new strategy, the brand required a refreshed visual identity and a completely redesigned digital experience. I helped develop a new visual direction for Plum and redesigned the website from wireframes through final execution, creating a more approachable and lifestyle driven experience while clearly communicating the product’s technology, quality, and value.

Inspiration






Font


“ We know the excitement of discovering a new favorite bottle, the joy of sharing a perfectly aged vintage, and the importance of preserving every sip.”
















Credits & Collaborators
Art Director: Nichole Moss
Designers: Matthew Odom, Aleksey Zozulya, Andrew Xu
Photography: Aleksey Zozulya

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