Branding
Seoul Sassy
2026 S
Art Direction
Branding
Apparel
Seoul Sassy-Sass in the city
This project is an apparel branding project rooted in the distinct vibe of Seoul. Built around the logo and brand narrative, it features a series of original apparel designs, showcased through AI-generated imagery.
To further expand the brand world, the project introduces a showroom concept and collaborations with Seoul-based brands. Spatial design concepts and other creative extensions were also developed and visualized through AI-generated images.
Another element that makes the brand compelling is the tension between the analog warmth of the hand-drawn logo and the sharp, cutting-edge quality of AI.
Art Direction
Branding
Apparel
This project is an apparel branding project rooted in the distinct vibe of Seoul. Built around the logo and brand narrative, it features a series of original apparel designs, showcased through AI-generated imagery.
To further expand the brand world, the project introduces a showroom concept and collaborations with Seoul-based brands. Spatial design concepts and other creative extensions were also developed and visualized through AI-generated images.
Another element that makes the brand compelling is the tension between the analog warmth of the hand-drawn logo and the sharp, cutting-edge quality of AI.
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Collaboration & Showroom
Drawing on Arisu, Seoul’s city water brand, and the city’s bus network,
created a showroom that expanded the brand’s story into a spatial experience.
01. Arisu x Seoul Sassy
Bus stop
02. Seoul Bus x Seoul Sassy
Bus showroom
03. Bookchon(북촌) Showroom
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