work:
BRANDING + IDENTITY
Illustration + PRINT DESIGN
Product + Clothing Design
WEB + GRAPHIC DESIGN
Shop + Exhibtion design DESIGN
Chum Chum
Lifestyle clothing brand
Chum Chum is an ambitious female character who represents a lifestyle brand that reflects the positivity in life. Her message is to always believe in yourself and what you’re capable of. Character is a state of mind and only some- thing you can generate. Be whoever you want to be because everything is possible.
let’s begin…
I started designing Chum Chum because at that time I was feeling a lot of negativity in my life, so I created the character Chum Chum to represent the emotions, morals and the character that I was feeling inside. I wanted to create a lifestyle that reflected the positivity of what life is instead of always obsessing over what can’t be done.
What I hope for the Chum Chum brand is to influence people from around the world no matter who they are or what they want to do, to believe in themselves and what they’re capable of. I hope that Chum Chum can help people express the strength and passion for their dreams.
lifestyle clothing brand
Chum Chum is the interpretation of girls performing their own self-confidence. The concept of this brand is based on the lifestyle and the stories of the Canadian designer. It was inspired by the rhythm of everyday life, and the style of the latest trends. Simple lines, shining beads, bright patterns and exquisite words bring out the sense of warmth, romance and sadness.
Chum Chum also demonstrates the interaction between Chinese and Western cultures through spelled out scenes after scenes of a wonderful life! This is something created for girls who wish to pursue their own styles. Even living in different corners of the world they would be able to share the same sky with the designer.
Lifehub at Jinqiao
It was an amazing opportunity to see the first shop go from concept to development. With the help of the team that were in charge of the renders for the shop I had the chance to design the graphics/illustrations for the shop at Jinqiao.
Xintiandi style shop
For the second shop I wanted to use more colours in the designs and illustrations since the shop was located in more of a young and hip neighbourhood. I also wanted to show more graphics throughout the shop to show more of the characters within the brand.
events & exhibitions
To promote the brand we also participated in events and exhibitions. It was a great learning experience to design booth displays and learning about the printing process for these types of events. It was also a good experience to be there and seeing the type of reaction the brand was receiving.
clothing design & development
It was a lot of learning when it came to development of the clothing aspect. It was something I had to learn coming into this project and learning how to translate my illustrations on to clothing and accessories. For each season I had the opportunity to learn about the fashion world and learn about what type of colours were popular for that season.
I was very hands on and interested in learning about the different printing techniques and also learning about the limitations based on certain techniques. There were so many options and ideas on how these illustrations would come to life!
marketing
After many iterations, this was the 3rd version of the website. I wanted to create something that was more fun and interactive, but also a place where they can learn more about the brand.
brand image posters
holiday, event & greeting cards
brand book design
Creating the Chum Chum brand book was a very rewarding experience. It was very special to see all the work come together from graphic, illustration, interior, clothing, product and book design. Below are a few spreads from the brand book.
branding & identity
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