DIEYOUNG
We developed the brand identity for a local fashion label centered on a playful yet rebellious spirit. Built around the tagline “Die Bright. Die Young.”, the concept explores the tension of striving to stand out in a chaotic, colorful world, capturing the idea that one shines brightest at the very edge.
BRAND IDENTITY
ART DIRECTION
PACKAGING DESIGN
PRODUCT DESIGN
ART DIRECTION
PACKAGING DESIGN
PRODUCT DESIGN
The logo adopts a graffiti-inspired “dieyoung” lettering, paired with recurring flower motifs and dot elements to reinforce the brand’s raw, expressive attitude. Applied across accessories such as ties, lighter cases, and eyewear, the identity extends into a cohesive yet unpredictable visual language that embodies youth, individuality, and defiant self-expression.
The visual system is driven by a bold orange and blue palette, creating a striking contrast that reflects both energy and resistance. Hand-drawn illustrations by the founder, including flowers, hybrid floral-organic forms, and cats, introduce a layer of innocence twisted with surreal and provocative elements, forming a distinctive balance between cute and unsettling.
