Rosy Tsai Info

Design / Identity / Logo design

Brand creation during my time at Construct for SÔMA, a new brand that provides global HNW travellers with secluded lodgings, reimagining the hospitality experience.

The project began with a thorough strategic phase, taking the time to understand the vision, ambition, cultural nuances, and design intent of this new proposition. We crafted a unique brand positioning framework and narrative anchored by the ethos: “Bespoke hideaways that feel like home.”

 

Agency Construct London
Strategic positioning Laura Stephens
Design Charlotte Cross

The name ‘SÔMA’ is derived from the Ancient Greek word for ‘body,’ aligning the brand with feelings of tactility, connection, and protection. This name embodies the vision of @somahideaways, creating spaces where guests can reconnect with their minds and bodies to rebalance and reset.

Inspired by the simplicity and purpose of the interior design, we crafted a wordmark that draws from cues of Chinese calligraphy—melding Western expedition with Eastern hospitality, and blending Ancient Greek sanctuary with the school of Zen.

Film KHOOGJ
D.O.P Herdy Herqury
Editor Mu Suan
Producer Roystern Goh
CD Chee Khiang Low

Creative direction / Design / Identity / Logo design

Brand creation for Shih Kuang International Liquor.

Named after a word that translates to “times,” Shih Kuang is a brewery that strives to reimagine craft beer on the Chinese mainland.

 

Illustration Cynthia Kittler

Each individual beer’s bottle features an illustration, based on the founder’s concept of his daughters dancing on clouds. These characters – a Sun, Moon and Star (which also nod to the concept of time) – live above the clouds, and are depicted wearing boldly patterned clothes that reference the flavour of the beer, as well as Seventies, Eighties and post-Nineties fashion.

Neon and pastel colours – inspired by combinations found in the work of artist Bridget Riley – were chosen for their association with good vibes.

Typeface Laica by Dinamo

Identity / Logo design

Post is an independent boutique in Stoke Newington, London.

Playing on its name – which has associations with time, visual displays and mail – led to researching the history of postmarks. The logo design is intended to act as the official stamp of the shop’s well-crafted, considered curation.

Logo design

Ketley Miller Joels, a solicitors firm in London’s Marylebone.

The logo draws upon the partners’ long-term collaboration; each of the initials supports another, creating a solidarity and connection between the individual (and reduced) forms.

Creative direction Micha Weidmann

Art direction / Logo design

Rosebank is a residential development in Acton, London, spearheaded by Family Mosaic housing association. The logo and the opening campaign depict the interior of one of the development’s tranquil, contemporary residences, with the house’s wood-clad exterior referenced via wooden screens in the set design. 

Photography Ben Anders; Set design & styling Hannah Bort; Creative direction Campbell Hay

Logo design

Tuckshop, an under-railway café located in Shoreditch, East London.

The hand-written logo is designed to draw comparisons with the venue’s namesake – a casual shop selling food and drink treats on school premises. The typeface is light-hearted, ambiguous (is it a tuckshop or a luckshop?) and perhaps even a little naughty.

[email protected]
+44 (0)7964 684144
@rosytsai

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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.