What Identity, Branding, illustration, and packaging for Figure Lingerie. Figure Lingerie is a hypothetical brand by women focused on changing the narrative of the industry with the core values of Spectrum, Flux, and Feminine Energy. Why The lingerie industry is—and always has been—a male-centric industry while the actual product is almost entirely for women. This environment being owned and dictated by men leaves many women trying to fit into boxes that may not work for them. Figure is dedicated to creating for women and educating their audience around positive body image and sexuality. Who There is no one body type or box that the demographic can be placed in. The primary target is people who want to feel self-empowered, enjoy some lingerie for themselves, and want to enjoy their body! The mix of playful gradients and fluid Illustrations enhances the brand’s core values and encourages self-love.
The three core values of Figure are Spectrum, Flux, and Feminine Energy. [.] Spectrum: Society is increasingly comfortable with using a spectrum as a categorization technique as it breaks down boundaries, boxes, and labels so there is no “one” archetype of a woman or the shape of her body. This allows Figure designers to create a fluid product line with overlap that provides room for inclusivity and experimentation. [.] Flux: We are about to enter an exciting period of industry change and growth, where women can take back this power from this male-centric environment. Of course, lingerie can be sexy, but it should be sexy for ourselves. This worth and valuation must come from within—not solely from others. Flux is presented through store experience with brand elements and packaging that show changes in colour and illustration. [.] Feminine Energy: Feminine Energy welcomes certain qualities rather than excluding a specific gender. This does not necessarily illustrate the cliché pink and frilly design (all though Figure does offer that in our collection). This is meant to include all those—whether they identify as female or not—who are excited about putting on some lingerie and feeling fantastic. Feminine Energy is shown through knowledge and content that Figure releases such as sexual health and self-empowerment
What Special edition album artwork, concert tickets, and merchandise design for the Houston-based band Khruangbin. Khruangbin is a psychedelic fusion band that takes inspiration from a variety of music styles and makes it their own. Why Khruangbin is promoting their upcoming North America tour. The goal is to gain a larger following and increase ticket sales by 10%. Through a cohesive collage design, the albums and merch visually reflect the musical themes found within the music. Who Created for dedicated Khruangbin fans and new listeners of the band. Their audience is not age or gender-specific, however, many genuinely enjoy the experiential aspect of Khruangbin’’s music. The community of This demographic value, the outdoors, and art.
What A full rebrand for Roots Canada including identity, package, and web design. The rebrand modernizes the brand image while paying homage to the original “roots” and deepening core values. Why Roots is moving all their production from overseas to North America as a social responsibility initiative. This means that they need a brand image update to entice their existing and new target market. The values of the company are Canadian pride, creating memories, and “Embracing Daily Adventures.” The earthy green colours and social, rustic imagery are used throughout the rebrand to effectively enhance these messages. Who This rebrand is directed towards older men and women with a middle to high income who are shopping for themselves and their children. They love the cottage/cabin lifestyle and appreciate a clean yet cozy aesthetic.