This past weekend, we teamed up with MiLK for the talk “Crafting Your Brand: Insights for Effective Branding”, which wrapped up perfectly.

Fashion designer Sonic Lam, brand consultant Jonathan, and MiLK editor Emily shared their expertise, giving attendees a deep dive into branding essentials, varied growth tactics, and tips for entry into YDC. Mill Milk host Chucky brought her YDC audience experience to the table and connected with the crowd.

Sonic: “In today’s digital age, people share even a simple bowl of char siu rice online. So when you craft something exceptional, why wouldn’t you shout it from the rooftops?”

Sonic, YDC 2017 runner-up and the creative force behind Atelier1303, delivered a treasure trove of practical branding tips. He opened up with conviction: “In this era, a pure business approach won’t cut it, you’ve got to tap into current trends and weave in your personal flair to stand out.” Sonic also urged fashion enthusiasts dreaming of launching their own labels to join YDC, describing it as a perfect proving ground. “The real-world lessons you gain there, are things no textbook can teach,” he said.

Jonathan: “YDC warmly invites Hong Kong talent overseas to take part, offering finalists the chance to return and shine with funded support.”

Jonathan, the visionary behind The Molecule, reflected on his role as a YDC judge, urging contestants to sketch designs with a clear, workable vision in mind. He emphasised that finalists hitting roadblocks shouldn’t fret. YDC asks for their first finished garment to be submitted, giving judges a tangible look while providing guidance and sharp advice. Additionally, YDC is committed to engaging designers living or studying abroad, offering financial support to finalists to return to Hong Kong and compete, bringing together Hong Kong’s design talent from around the world.

Emily: “To me, crafting a standout brand takes more than a sharp focus, it demands a spark of creativity and a finger on the pulse of today’s world.”

MiLK editor Emily captivated the audience with diverse examples of brilliant branding, spotlighting Japan’s knack for reinvention. She noted that Japanese brands, from fashion to lifestyle, pour serious effort into creative innovation. “Look at TORAYA,” she said. “For 500 years, they’ve built their legacy on yokan, a classic treat. Yet, over 20 years ago, they decided to break from tradition, aiming to win over younger generations by making yokan feel fresh and relevant. They brought in graphic designer Kaoru Kasai to rethink the brand, and that’s how TORAYA CAFÉ was born.”

To cap it off, Sonic guided a workshop on basic hand-sewn hat techniques. Want a peek at the atmosphere? See the photos above.