The Art of Branding x The Hang Seng University of Hong Kong (HSUHK)
Yoyo Yau, founder of JARDIN DES FONTAINES,
was invited by The Hang Seng University of Hong Kong (HSUHK)
to deliver a master lecture titled “The Art of Branding” for the School of Communication’s postgraduate programme
Brand Strategy and Consumer Communication.
THE ART OF BRANDING
How JARDIN DES FONTAINES Turns Stories into Emotion — and Emotion into Trust
Branding, at its deepest level, is not a commercial technique. It is not a logo, not a slogan, not a marketing campaign. Branding is the art of shaping emotion. It begins from one person, one thought, one genuine feeling.
A brand is a formula made of three essential forces:
Emotion + Trust + Story.
Emotion allows people to feel you.
Trust makes them choose you again.
Story enables them to remember you forever.
This is the foundation of JARDIN DES FONTAINES, a Hong Kong–born design house that turns art into life and life into art—one scarf, one story, one emotional connection at a time.
Brand Philosophy:
Art Enlivens Life. Life Enriches Art.
At JARDIN DES FONTAINES, art is not meant to stay on walls or behind museum glass. Art should be experienced: touched, worn, carried, lived.
Our creative intention is simple yet profound:
To let art walk into daily life and let daily life embrace art.
Every scarf becomes a wearable canvas—an emotional landscape someone can hold, remember, or return to.
Brand DNA: Joy, Details, Future
Joy
The joy of creation, of color, of storytelling. When joy exists at the origin, sincerity flows naturally.
Details
Details define commitment. Every line, every wash-test, every stitch is a declaration of respect for beauty.
Future
We walk toward the future together with our community—not predicting it, but co-creating it with every person who understands the art of living.
So what category does JARDIN DES FONTAINES belong to? Fashion? Art? Lifestyle?
Our answer:
We belong to every person who understands life.
Because the true power of a brand is never about how many people see you—but how many hearts resonate with you.
ESG at the Heart of Design
JARDIN DES FONTAINES integrates ESG into every fabric, every choice, every action.
Environmental — Sustainability Through Design
We believe design itself can be an act of environmental responsibility.
All scarves are crafted with GRS-certified recycled fibers (Global Recycled Standard)—not as a trend, but as a principle.
Each piece undergoes repeated washing tests to ensure:
- No snagging
- No fading
- No deformation
- No yellowing
- Easy care (machine-washable with a mesh bag)
Longevity is the truest form of sustainability.
Social Responsibility — Empowering the Next Generation
Talent development is part of JARDIN DES FONTAINES’ mission.
Through lectures, collaborations, and creative mentorship, we invest in education and support youth and community development.
Governance — Integrity as Our Backbone
Although a young brand, JARDIN DES FONTAINES upholds the discipline and transparency of a global luxury house: ethical sourcing, transparent operation, and rigorous quality control.
With no massive funding or overwhelming advertising, the brand earned recognition from government and business sectors through sincerity, quality, and trust.
From Hong Kong to the World
From Hong Kong to Beijing, Shanghai, Shenzhen, and Guangzhou—
JARDIN DES FONTAINES now collaborates with over 50 partner stores across Mainland China.
This year, we expand into the United States, United Kingdom, and Canada.
As we walk toward the world,
we also let the world walk into our stories.
Real Stories, Real Emotion
A Scarf That Brought Hong Kong Back Home
A customer bought the “Lion Rock” design at the Hong Kong International Airport for an emigrated friend.
Her friend held the scarf, naming each landmark while fighting back tears:
“This design reminds me of Hong Kong. It makes me miss home even more.”
One scarf. One city. One memory that never fades.
City Tales
The design “City Tales” captures Hong Kong’s evolution from fishing village to global metropolis.
It features over 20 iconic landmarks: Star Ferry, Lion Rock, double-decker tram, Clock Tower, Golden Bauhinia Square.
The most beautiful part of Hong Kong has never been its skyline,
but its spirit of unity, resilience, and never giving up.
The Art of Branding — HSUHK Special Lecture
Founder Yoyo, creator of JARDIN DES FONTAINES, was invited by
The Hang Seng University of Hong Kong (HSUHK)
as keynote speaker for the postgraduate programme Brand Strategy and Consumer Communication.
Feedback from master students was overwhelmingly positive:
“I’m a fan now.”
“I finally understand the logic behind your brand.”
“This lecture changed how I see branding.”
This is the art of branding—
when understanding becomes respect,
and respect becomes resonance.
About The Hang Seng University of Hong Kong (HSUHK)
HSUHK is a non-profit, liberal-arts-oriented university known for academic excellence and industry collaboration.
Its School of Communication offers leading programmes in:
- Journalism & Communication
- Convergent Media
- Arts & Culture Communication
- Strategic Communication
- Digital Media
- Entertainment Media Management
Students learn through real-world projects, expert talks, and experiential learning, preparing them for future challenges with confidence and creativity.
Visit: https://scom.hsu.edu.hk/en/
About JARDIN DES FONTAINES
JARDIN DES FONTAINES is an original designed brand in Hong Kong and scarves brand which represents heritage and innovation.
With sustainable materials, refined craftsmanship, and poetic storytelling, the brand designs for individuals who appreciate the art of living.
From Hong Kong to the world, we remain grounded in our belief:
Art Enlivens Life. Life Enriches Art.