harucake
harucake
harucake
Aug 2019 - Mar 2024
Aug 2019 - Mar 2024
Aug 2019 - Mar 2024
Brand Identity 2019 - 2025 · OOU 2023 · Brand, retail and collaboration
Brand Identity 2019 - 2025 · OOU 2023 · Brand, retail and collaboration
01 Identity
01 Identity
01 Identity
02 Experience
02 Experience
02 Experience
03 Growth •
03 Growth •
03 Growth •
HARUCAKE / GROWTH
Insert a representative project image.
HARUCAKE / GROWTH
Insert a representative project image.
HARUCAKE / GROWTH
Insert a representative project image.
CHAPTER 03 / GROWTH
CHAPTER 03 / GROWTH
More ways to bring
Harucake home.
More ways to bring
Harucake home.
More ways to bring
Harucake home.
I extended the brand through character-led merchandise and a collaboration with EM Cosmetics, creating new ways for customers to engage with Harucake beyond a slice of cake.
I extended the brand through character-led merchandise and a collaboration with EM Cosmetics, creating new ways for customers to engage with Harucake beyond a slice of cake.
I extended the brand through character-led merchandise and a collaboration with EM Cosmetics, creating new ways for customers to engage with Harucake beyond a slice of cake.
MY ROLE
MY ROLE
Merchandise illustration & copy · Drink naming · Menu & poster design · Promotional Reel filming & editing
Wear it. Carry it. Make it part of the everyday.
Wear it. Carry it. Make it part of the everyday.
Wear it. Carry it. Make it part of the everyday.
Merchandise was intended to create additional revenue and deepen the connection with Harucake’s fans. I created the character illustrations and the phrases “Wake n’ Cake” and “Have a Fluffy Day” for merchandise, including hats, pins, mugs and totes. Hats were particularly popular.
Merchandise was intended to create additional revenue and deepen the connection with Harucake’s fans. I created the character illustrations and the phrases “Wake n’ Cake” and “Have a Fluffy Day” for merchandise, including hats, pins, mugs and totes. Hats were particularly popular.
Merchandise was intended to create additional revenue and deepen the connection with Harucake’s fans. I created the character illustrations and the phrases “Wake n’ Cake” and “Have a Fluffy Day” for merchandise, including hats, pins, mugs and totes. Hats were particularly popular.
Harucake × EM Cosmetics
Guava Sunset
Harucake × EM Cosmetics
Guava Sunset
Harucake × EM Cosmetics
Guava Sunset
For Harucake’s collaboration with EM Cosmetics, I named the featured drink Guava Sunset. The name brought together its guava ingredient, the drink and lip-gloss colours, and the vivid sunsets of Los Angeles. I designed the menu and poster, and filmed and edited the promotional Reel.
For Harucake’s collaboration with EM Cosmetics, I named the featured drink Guava Sunset. The name brought together its guava ingredient, the drink and lip-gloss colours, and the vivid sunsets of Los Angeles. I designed the menu and poster, and filmed and edited the promotional Reel.
For Harucake’s collaboration with EM Cosmetics, I named the featured drink Guava Sunset. The name brought together its guava ingredient, the drink and lip-gloss colours, and the vivid sunsets of Los Angeles. I designed the menu and poster, and filmed and edited the promotional Reel.
Three days planned.
One day to gift it all.
Three days planned.
One day to gift it all.
Three days planned.
One day to gift it all.
Customers received a lip gloss with the purchase of the collaboration drink. The giveaway allocation intended to last approximately three days was fully distributed on launch day.
Customers received a lip gloss with the purchase of the collaboration drink. The giveaway allocation intended to last approximately three days was fully distributed on launch day.
Customers received a lip gloss with the purchase of the collaboration drink. The giveaway allocation intended to last approximately three days was fully distributed on launch day.
02 / GUAVA SUNSET
Insert the drink beside the collaboration lip gloss.
02 / GUAVA SUNSET
Insert the drink beside the collaboration lip gloss.
03 / CAMPAIGN DESIGN
Insert the menu and poster artwork.
03 / CAMPAIGN DESIGN
Insert the menu and poster artwork.
GUAVA SUNSET / REEL COVER
Harucake × EM Cosmetics
Promotional Reel filmed and edited by Lovelle Seo.
Add your Reel cover and link to the finished video.
Harucake × EM Cosmetics
Promotional Reel filmed and edited by Lovelle Seo.
Add your Reel cover and link to the finished video.
Harucake × EM Cosmetics
Promotional Reel filmed and edited by Lovelle Seo.
Add your Reel cover and link to the finished video.
OUTCOME / LEARNING
The launch-day result reflects the response to the collaboration as a whole. My contribution connected the drink’s name, printed campaign materials and promotional film.
The launch-day result reflects the response to the collaboration as a whole. My contribution connected the drink’s name, printed campaign materials and promotional film.
The launch-day result reflects the response to the collaboration as a whole. My contribution connected the drink’s name, printed campaign materials and promotional film.
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