Roxy Taipei
Year
2022
Client
Roxy Taipei
Service
Branding and Identity
Location
Taiwan
A culture inherited, not discovered.
As the second generation of Roxy, I did not encounter its history from the outside. Its music, stories, people, and independent spirit formed part of the cultural environment that shaped how I see design today.
Roxy taught me that subculture is more than an aesthetic. It is built through conviction, curiosity, and the gathering of people around a distinct point of view. This legacy became the foundation of my own approach to branding, music, spaces, and community.
Rebranding from the inside out.
As General Manager of ROXY 36, I led a rebrand that extended far beyond its visual identity. My role covered brand positioning, logo and tone of voice, spatial renovation, customer experience, music events, and the overall expression of the brand.
I also managed a multidisciplinary team of around fifteen people across the kitchen, bar, service, and events, while overseeing recruitment, training, performance systems, operational costs, construction, and soundproofing. The challenge was not to recreate the past, but to translate Roxy’s independent spirit into an experience that could speak to a new generation.
Carrying the spirit forward.
The combined improvements to the brand, space, service, and operations contributed to a 32% increase in average customer spending. More importantly, the project showed me how cultural memory can become an active design material rather than a nostalgic reference.
Roxy remains a defining part of my creative foundation. Its belief in independent taste, cultural curiosity, and spaces that bring people together continues to influence the way I build brands and experiences today.
Next
Cheng Ji is a Taiwanese luxury pastry brand known for refined desserts and collaborations with brands such as Burberry and Chanel. As Brand Designer, I led its pop-up visuals and day-to-day brand communications.
