CASE STUDY · BRAND IDENTITY AND PACKAGING

Meadow Lane

Illustrated mahjong sets. The first began in my grandparents’ backyard.

Most new mahjong sets arrive as seasonal drops: a pattern, a colorway, on to the next. Meadow Lane needed to feel like a place instead, a street where each set is its own house with its own world.

ROLE

Founder and sole designer

STATUS

Launching April 2027

Follow the launch

SCOPE

Brand strategy
Logo and visual identity
Packaging
Brand guidelines and voice

Child in a blue jacket standing in front of a blooming hydrangea bush

Grandparents leaning on a porch railing, looking out over the garden

Meadow Lane supporting marks: a house with a star, the ML monogram, a star burst, and a solid house

Illustrated Meadow Lane mahjong tiles with green backs spread across linen

"Meadow Lane, where the garden was always in bloom and no one was even in a hurry to leave."

Packaging and illustration for product

Meadow Lane “In the Garden” mahjong set box with a scalloped green lid

Three Meadow Lane tiles stacked, showing a hydrangea illustration

THE BRIEF

Tiles worth a closer look, every time you play

Meadow Lane is for players and gift-givers who want more than pretty. The brand had to do three things.

Give every set its own world. Each collection is a house on the same street, so every one needed room to be different without losing the family resemblance.

Speak to two buyers. The player setting the table and the person choosing a gift should both find a set that feels like theirs, or like someone they love.

Hold up on a second look. From the box to the last tile, the details had to reward anyone who looked closer.

Meadow Lane color palette: moss green, lily pad green, rose, fountain blue, warm wood, garden soil and gardenia

THE IDEA

The neighborhood

One world

Every tile in a set belongs to the same place.

Real stories

Sets start with real people and places.

Beauty up close

Drawn and finished by hand, with small surprises.

Made to share

Built for the player and the gift-giver.

Meadow Lane star mark beside the Crimson Pro and Rethink Sans typefaces

THE VOICE

Specific beats charming

Meadow Lane sounds like a friend showing you around a garden they love: warm, observant and in no hurry. We point at what’s actually there, say plainly what you’re getting, and rewrite any line that could belong to another brand.

What this means for your brand

Meadow Lane started with one real place and a few clear rules. That’s how I approach any brand: find the specific, true thing customers will care about, then build the look, packaging and voice around it.

You get a brand that’s recognizable from the shelf to the screen, and a system your team can keep using after I hand off the files.

Launching something new, or outgrown your first look? Let’s talk.

WORK WITH ME

Have a brand that needs its own story?

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