Serendipity Club
Brand IdentityYear 2026
The Background
The idea for Serendipity Club came from a difficult period in my life that I was overwhelmed by stress, uncertainty, and burnout.
One day, I made a sudden decision. I booked a flight from New York to a small town in China to make ceramics for a month. That experience made me feel present and ease my anxiety.
When I returned, I realized many people around me felt the same exhaustion and anxiety from constantly chasing productivity and routine. So I want to bring my experience to others.
Hustle Culture
In hustle culture, worth is often tied to productivity. Everything is judged by its outcome, and people become quietly obsessed with control. Like optimizing each moment, planning each next step. Anything unpredictable starts to feel uncomfortable.
Anything without a clear purpose starts to feel like a waste. And somewhere along the way, everyday life begins to feel repetitive, exhausting, and emotionally distant from the present.