About Citrus

Citrus has a wealth of design experience in a variety of fields, including Design Strategy, Industrial Design, Experience Design, and Visual Communication Design. Our team has gained extensive expertise through collaborating with a diverse range of global clients from different industries. We take a client-focused approach, tailoring our design strategies to meet the unique needs of each project. Our commitment to delivering high-quality work has earned us a reputation for impressing even the most demanding clients. With Citrus, you can expect a professional and creative approach to your design needs, resulting in visually stunning and functional designs that exceed your expectations.

Citrus’ Vision

Our vision is to create designs that prioritize the needs, emotions, and behaviors of our customers, with the ultimate aim of delighting users and enhancing the brand value of our clients. By placing user happiness at the forefront of our design process, we believe we can help our clients achieve successful business management.


Design Philosophy

Citrus is driven by a design philosophy that aims to deliver the highest level of customer satisfaction by integrating aesthetic and internal values from a customer-centered perspective. To achieve this, Citrus designs solutions that not only meet users’ needs but also demonstrate care and understanding. By taking into account both visible and invisible user experiences, Citrus provides customers with satisfying results.

As an integrated consulting company, Citrus goes beyond providing mere designs to offer comprehensive business solutions. To do this, Citrus collaborates with customers to identify the potential profits of new products and conducts market research to establish linkages between businesses and brands. Citrus’ approach combines design thinking with strategic business analysis to offer customers a holistic solution that addresses their needs and objectives.

Design Process

Design is a valuable tool for effectively delivering multiple benefits and facilitating communication between customers and industries. In the past, design primarily focused on external aesthetics, whereas contemporary designs encompass a wide range of considerations, including production schedules, environmental impact, sales strategies, and customer demands.

As industries continue to evolve at an accelerated pace, a flexible design process becomes crucial. Designers must pay careful attention to changes in characteristics, methods, and the environment throughout various product and service developments while incorporating customer preferences and demands.Citrus employs a comprehensive design process that dynamically adapts to these elements, enabling the flexible and responsive execution of different projects.

1. Understanding & Discovering

Before designing, approaches of diverse perspectives and means are necessary to discover new possibilities of a product and to generate future leading market. In conducting macro research, major flows with social/technological/economic/political macro perspective should be grasped and various insights and foresights that comprehend future customers’ usage environment and issues are induced by understanding market trend/competitors/customers’ needs.

2. Defining & Directioning

Based on the induced insights and foresights and through workshops and ideation activities, different opportunity areas are discovered. Additionally, future directions of design through which company seeks to communicate with customers are defined by conducting researches on the company and interviews and workshops with company’s officers. With the outcomes from previous processes, future scene/scenario are developed and the most creative and reasonable future scene is selected to suggest a concept design with various ideas and solutions for realization of the future.

3. Delivering

With Induced brand, sights, product, communication concept, product design and communication design are carried out in accordance with characteristics of the project. Difficulties discovered during the 3D simulation of selected concept design are taken into account and product design is developed to rationalize the product. In this process, data for product model making is accumulated together with 3D simulation to select the final design draft and this would convey the atmosphere of commercial product by CMF suggestions. In communication design, main color and sub colors are selected using Look & Feel board and a manual that contains background color, signature and exclusive patterns is made. Also, various application design systems are developed as well, which could be used in promotion, web-site, community, shop and exhibition etc.

" Going through the steps above,

the core identity of brand is coherently applied in product and communication design

to make customers aware the unique brands whenever they come across with any touch points.

Based on the Citrus’ original flexible, systematic and creative process,

Citrus improves customers’ experiences,

enhances the company’s brand value

and enables company to maximize the return of Investment. "

Our Client

We are always on progressing toward our unlimited challenge.

Research & Strategy

  • Desk / Field Research
  • User Observation & Interview
  • Insight & Foresight
  • Big Idea

Industrial Design

  • Transportation Design
  • Product Design
  • Environment Design
  • Public Design

Experience Design

  • UI / UX Design
  • Service Design
  • Brand Experience
  • Future Scenario

Visual Communication

  • BI/CI Design
  • Editorial Design
  • Package Design
  • Way finding Design