Chopper's –
Immoral Food Manufacturing

Cheuk Hei Wong

Taking the tactics from the political subcultures of Brandalism, Subvertising, and Mockumentaries, Wong’s brand and identity design project CHOPPER’S is a reflection on the animal agriculture industry. This project is mocking how easily consumers are (wilfully) tricked into buying specific products because of the marketing strategy, brand image, and storytelling skills.

Cheuk Hei Wong

Communication Designer from Hong Kong.

What is a good design for you?

Designs that change the world for a better place.

What was the most challenging experience during your studies?

Basically when I had to move from sublet to sublet 7 times in a row at the beginning of my studies.

Who or what inspires you?


What advice would you give to students who just started studying in your programme?

Trust the process and don't procrastinate.

Why did you choose to study in your programme?

I realised I had a huge passion for typography after seeing the design collaboration of Samuel Burgess-Johnson and The 1975.

What are you not going to miss in your studies?

0830 Lectures and online studying during COIVD time, of course.

How are you going to celebrate your graduation?

Travel around Europe for a little bit.

Say hi!

Leander Rambichler-Praxmarer