KICHÉLEEHÉ

Role: Art Director
Date: 2017

KICHÉLEEHÉ is a fashion & lifestyle brand that accentuates femininity in women and by reminiscing on the purity of the childhood.

They are based in Seoul, South Korea and I had an opportunity to work with creative director and create the brand identity and consult their design and marketing strategy.

Brand Identity

The brand inspires adults with imagination of childhood and the pure innocence from the time.
In order to display its core value, I focused on creating a logo that is clear and easily digestible but with a hint of cutting edge aesthetics to tease the playfulness the brand carries.

Logo in action

The brand launched a T-shirt collection where it features the logo at its simplest form to accentuate the brand identity accompanied with a butterfly illustration in the back.

Metaverse pop-up store

Most recently, the brand collaborated with a giant retail space, The Hyundai Seoul in Seoul, South Korea to create a metaverse pop-up store to invite customers to play with products and shop online.

It was an amazing experimental opportunity to showcase the new graphic collection that the brand worked on with the logo in 3d shapes to represent the playfulness and the visual narrative of wonderland for adults who aspire to maintain purity and innocence.

Editorial collaborations

KICHÉLEEHÉ has had a chance to collaborate with numerous magazines and retailers
to showcase the brand.