FUN now, FUN will
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FUN ll｜An In-House Designer Brand by HaoWan
Design Begins with Observations of Everyday Life
FUN ll is an in-house designer brand developed by HaoWan. Its design philosophy begins with long-term observation of everyday life—those recurring, seemingly insignificant moments that quietly repeat day after day, yet are unexpectedly remembered at certain times. These moments are not deliberately magnified; instead, when they are seen again, they gently awaken feelings and expectations that once existed.
Drawing on HaoWan’s forty years of experience in printing production and design integration, this project considers more than how visuals come together. It asks whether design can truly enter daily life—whether it can be used, collected, and through repeated interaction, gradually accumulate its own emotions and memories.
The FUN ll logo was born from this very design context.
Service Content
Visual Design
Printing Production
Execution time:
3 month
FUN ll’s design concept aspires to be like certain moments in life: understated, yet capable of evoking a quiet, familiar resonance when encountered again. The logo is constructed with minimalist lines and intentional breathing space. This sense of openness reflects an understanding of life’s rhythm—emotions and memories are rarely formed instantly; they accumulate slowly over time.
FUN Now, FUN will
The orange U resembles an upward-open vessel, receiving the moments, emotions, and stories placed into everyday life. It also represents an invitation—an invitation for users to bring their own experiences into it. The parallel ll, meanwhile, echoes the traces left by steps moving forward in time. Through repetition and continuity, they build layers of enjoyment, allowing the logo to extend beyond the present moment and subtly gesture toward what is yet to unfold.
This composition reflects the meaning of “will” in the name FUN ll—what is about to happen—as well as the amplified sense of play implied by “fun.” The logo thus becomes a continuously evolving presence, full of motion and potential.
Design Proposals Rooted in Everyday Life
Every FUN ll product begins with the most familiar scenarios of daily use. Moments of writing, organizing, gifting, decorating, and recording are transformed into design objects meant to be used repeatedly and kept over time.
Whether it is recyclable journals and pencil cases that respond to environmentally conscious choices through material and structure; red-envelope gift bags that carry the warmth of blessings and celebrations; home décor pieces that bring a subtle, unpretentious atmosphere into living spaces; or photo printing that preserves journeys and memories as tangible keepsakes—FUN ll hopes that through design, every fragment of everyday life can be treated with greater care and remembered more deeply.
