04
Branding & Pop-up store
(2022-2023)
Adobe Ilustrator
Adobe Photoshop
Procreate
"Happiness is a delighted puppy" Conceived in 2021 during the global pandemic,
Puppy’s Delight was inspired by news of the profound emotional bond between pets and owners during lockdown. The brand explores this unique narrative through a kitsch yet sophisticated visual system. As the lead designer, I developed a cohesive brand world—spanning from playful character IP and apparel to a high-energy digital presence and large-scale physical activations.
Reframing Social Anxiety into Emotional Solace :
Translating the heavy, isolated atmosphere of the pandemic into a positive brand experience without feeling trivial.
Elevating 'Kitsch' for a Sophisticated Adult Demographic :
Balancing a 'cute' aesthetic to ensure it resonated with trend-conscious adults (ages 20-30) without becoming overly juvenile.
Visual Solace :
I developed a unique character IP featuring minimalist line-work. By focusing on fluid, expressive lines, I captured the wit and dynamism of pets, transforming the brand symbol into a source of healing and immediate joy for the audience.
Design that Delivers:
I implemented a strategic visual balance using rhythmic typography and a high-saturation color palette. This approach ensured high visibility in digital environments while maintaining a refined design edge. This strategy proved successful, leading the brand to rank #1 in sales on '29CM', Korea’s premier curated lifestyle platform.
Web / Landing page Design
The brand’s rapid commercial success led to an exclusive partnership with 29CM and its inaugural physical activation at The Hyundai (Hyundai Department Store) in 2022.
I orchestrated the entire spatial journey, merging whimsical illustrations with tactile VMD elements—such as custom faux-fur fixtures—to create a 'Sanctuary of Joy' that effectively translated a digital-first identity into a tangible, immersive brand world.
Project 01
Environmental Conference Collection
Apparel Graphics & Content Design
Project 02
WERKSTATT
Pop-up Store Visual Design
Project 03
LOOK I
Product landing page for crowd funding &
K-League Football Clubs Collaboration Campaign
Project 04
Puppy’s Delight
Branding & Pop-up store
Project 05
Sustainable Shipping bag
Package & Social Media Design
Project 06
Selected Archive
Fragments Designs
+44 747678 5491
dadi2658@gmail.com