ELYSIA

Branding project, date. 2023

I created another brand, Elysia, which brand's story of empowerment and sustainability is at its core. Elysia is a movement that challenges stereotypes and celebrates the true spirit of individualism, Defying conventional conventions that define women's attire, our formless, unstructured apparel makes a bold statement by embracing beauty in simplicity and abstraction. Being a leader in sustainability, the brand uses natural dyes such as coffee and makes sure that every step of the production process—from sourcing raw materials to packaging—is environmentally friendly.

This is the logo design of the brand.

The name and colour of the logo: Elysia represents spiritual growth and the beauty in nature, which ties with the brand’s mission of being sustainable and promoting calm and zen energy. The brown represents groundedness, simplicity and comfort. To complement the mature and simple style of the clothing line. This colour best represents the overall aesthetic of Elysia, thus giving customers the right impression.

The flower: The green lotus flower on the top of the word represents beauty, calmness and meditation. The colour green of the flowers coincides with the brand‘s values of being one with nature and aligning with the constant hype for being sustainable.

The font: The font, TAN Twinkle, shows the brand‘s simplicity, elegance and maturity in our clothing. The spacing of the font portrays the loose aspect of our clothing line. Hence, grabbing the attention of our target audience.

This was the moodboard of Elysia, showing the overall vibe and types of apparels Elysia offers.

We were then tasked to create a new campaign featuring ELYSIA's clothing line with a theme, photoshoot, social media mockups and posters.

I named my campaign " Ryūdōsei", which was inspired by the movement of dance and how it ties with Elysia's formless, abstract clothing line. Ryūdōsei refers to being fluid in our movements while maintaining our inner peace. Ryūdōsei, A celebration of independence, inner peace and movement in fashion. In a society where social standards and feminine norms exist, our campaign dares to question the established and break these norms. We're shunning traditional looks and appreciating the grace of loose, formless shapes that move with the flow of life. "Ryūdōsei" is a movement, not just a campaign, that supports women in achieving empowerment and independence by simple, unconstrained movement.