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

1. Understanding & Discovering

Prior to embarking on the design phase, it is imperative to adopt diverse perspectives and methodologies to discover fresh possibilities for a product, propelling it towards a leading position in the market. Engaging in macro research involves grasping the significant societal, technological, economic, and political trends. This involves delving into various insights and foresights to comprehend the future usage environment and anticipate potential issues faced by customers. Understanding market trends, studying competitors, and identifying customer needs are all essential components of this phase.

2. Defining & Directioning

Building upon the insights and foresights gathered from the previous phase, this stage involves discovering different opportunity areas through workshops and ideation activities. It also entails mapping out future design directions to effectively engage with customers. This is accomplished through company research, interviews, and workshops with stakeholders. Developing future scenarios based on previous outcomes is essential. Subsequently, selecting the most innovative and feasible scenario paves the way for proposing a concept design, filled with diverse ideas and solutions geared towards realizing the envisioned future.

3. Designing & Delivering

In this final phase, the established brand identity, product vision, and communication concept are translated into tangible design elements. Both product and communication designs are meticulously crafted to align with the project's unique characteristics. Challenges encountered during 3D simulations of the selected concept design are addressed to optimize product rationalization. In communication design, a manual detailing the final outcomes, including the use of colors, signatures, and exclusive patterns, created based on a comprehensive Look & Feel board, guides the development of various application design systems for both online and offline promotion, among other purposes.


Our Client

We are always on progressing toward our unlimited challenge.


  • Literature & Field Research
  • User Observation & Interview
  • Insight & Foresight
  • Design Philosophy
  • Unique Selling Points


  • UX Design
  • UI/GUI Design
  • Service Design
  • Future Product Scenario
  • Future Service Scenario


  • Home Appliance
  • EV Charger Design
  • Machinery Design
  • Brand Collection Design
  • Beauty & Health Device


  • Future Mobility Design
  • Train Design
  • Airplane Design
  • Construction Vehicles


  • Shop Identity Design
  • Office Interior Design
  • Exhibition Booth Design
  • Environment Design
  • Public Design


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