Places to hang, art festivals, night-outs, country escapes andeven natural adventures make people’s lives more worth-livingand enjoyable. On the other hand, creative industry was alwaysrelated as the “fun jobs”, for their sufficient space for variouscreativities to happen. These two kinds of enjoyment togetherenable designers to experiment and generate ideas that havemore interactions and involvement, fun factors and creativityin their designs. These designs finally became the magic powerwhich lures the public to non-ending excitement and joy. In thisissue, we take a closer look into the latest branding creativitytrend for entertainment and lifestyle industries, decoding theirreplaceable brand values and unique design methodology ofthe brand that endorse “Live, Play, Create”.