This project was a group workshop focused on developing a unique brand identity and tone of voice for a conceptual product. The core idea was to explore the unexpected fusion of two distinct aesthetics: Hello Kitty and Heavy Metal. Our team aimed to create a product that bridged these contrasting worlds and appealed to a niche audience.
The central challenge was to define a cohesive brand and product – a boot – that could authentically resonate with fans of both Hello Kitty's cuteness and Heavy Metal's edginess. We identified a target audience of women in their 20s who appreciate both styles but struggle to combine them in their personal expression.
Our approach involved:
Concept & Branding Strategy
Creative Marketing
Product Photography & Redesign
Persona Development
Figma
Adobe Photoshop
Adobe Firefly AI
The workshop culminated in a clearly defined product concept and brand personality. We established a "Punk Rock Kitties Fashion" brand, with the boots as its flagship product, designed to empower individuals to express their multifaceted identities. A key outcome was the articulation of a distinct Tone of Voice – lively and approachable yet bold and unconventional. To illustrate this, we developed a prototype advertisement featuring the boots on a billboard with the tagline: "Let your confidence walk with the Punk Rock Kitty boots." The ad's design emphasized "confidence" with a loud font, effectively capturing the product's energetic and self-assured spirit, and successfully merging a fun and serious vibe tailored to our target audience.
