Octopus Card Illustrations

Octopus is Hong Kong's most-used contactless card. It pays for your morning ferry, your kid's school lunch, and the hospital bill when your next child is born. Brand Union was pitching a brand refresh that would do justice to that reach: a series of illustrations exploring the city's contrasts through daily life narratives, tied together by the Octopus Loop, the brand's infinity symbol. Three illustrations, three Hong Kong scenes. Each small enough to print on a card, each rich enough to tell a story.