Meet Plum, visual identity designed by Judy Chen and Crystal Ho. This brand is a lifestyle curator that share their taste through food delivery app. Like harvesting ripened and succulent fruit while filtering out the rest, the team thoughtfully selects products based on quality, affordability, and distinctiveness. The result is a refined collection of the best — tasted by experts, with insider prices, and customised to each individual’s preference. The identity is the expression of consumer decisions made easier.