WAIF

Brand Identity

WAIF: a Hong Kong-based independent menswear brand founded in 2016. The designer lost direction after graduating from college, as the brand image no longer inspired his long-term vision for the evolving fashion industry. My mission? Capture the designer's passion for fashion and present an opportunity to usher in a new chapter for the brand.

Project type: Client project

Sector:
Fashion

Timeline: 11/2022—04/2023

Expertise:Brand Identity, Motion, Brand Storytelling,
Naming, Art Direction

A step to the new chapter

After the designer launched the brand's Spring/Summer 2023 collection, it marked the end of his studies at London College of Fashion and the beginning of the brand's next business strategy, the brand needed to chart a new course. Distancing itself from its student days, and activating the brand to communicate its unique voice in the competitive fashion industry.

Passion for fashion

A new brand name, WAIF, derived from an abbreviation of the designer's full name—Wai Fung Chan. It reflected his decade-long journey of open and active exploration in fashion, and celebrated his bold and innovative design perspectives as the creator of the young generation, in responding to the ever-changing fashion industry.

In the brand's avant-garde new fashion collection, we found the designer's clever use of basic stitching lines. By collaborating with fashion photographer Fredi, these hidden design details were highlighted through close-ups of the garments. I used connecting underline symbols to mimic the dynamic path of those stitching lines, this visual identity was extended to the brand's new wordmark and new motion language design, showcasing the designer's ongoing passion for the industry.

A lifelong journey

Fashion designer as a lifelong pursuit has a long journey to go for Wai Fung Chan. I created a short animated film to vividly narrate the story between a boy and the underground train, a metaphor for the brand designer's growth trajectory during his 4 years of study life in London. The animation showcased a ready-to-wear look from the brand's Spring/Summer 2023 pre-collection, and also conveyed the designer's confident and positive vision for the future of the brand and his career.

Credits: Photographer: Fredi Mecaj / Model: Astrid Wu, Charlie Satow, Sean Roche

Learn more about the process

Brand's archive works:

_Print fashion campaign lookbooks
_Socail media designs
_Brand fashion film (2021)

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