Brand creation during my time at Construct for Cake & Flowers — at the iconic London hotel, The Dorchester.
The logotype was crafted as an illustrative organism, capturing the wild beauty of flowers and the decorative flair of confectionery. It is then used as a supergraphic on packaging, where its organic design becomes a key visual element. This treatment enhances the brand’s aesthetic and adds intrigue, reinforcing its identity. The colour palette draws from nature, particularly the bold hues of flowers and patisserie ingredients.
Agency Construct London
Design team Marnie Boller, Eliza James, Bilgin Bernard
Rosy Tsai is a creative director with a strategic flair and over 16 years of experience across branding, art direction, and editorial design. She has worked with both leading agencies and independent brands in fashion, arts & culture, hospitality, and publishing.
With a background in Theatre and a sharp eye for detail, her work is emotive and rooted in storytelling. Rosy is the co-founder of Article Magazine and was Group Head of Design at Soho House until 2020. From 2022 to 2025, she served as Creative Director at Construct London.
Rosy approaches design as a collaborative process—focused on clarity, strategy, and purpose. For her, branding is not about imposing a style, but expressing a client’s identity with timeless intent.
She works with a trusted network of collaborators across photography, film, strategy, illustration, print, and digital—ensuring seamless, high-quality results from concept to delivery.
Rosy lives and works in London, and is fluent in English and Mandarin Chinese.
