Problem

The need to design a digital brand experience that effectively communicates aspirational brand and consumption values by understanding the characteristics and desires of consumers in their 20s.

Insight

For this audience, aspiration is future-oriented. An idealized vision of life in one’s 30s—defined by professionalism, progressiveness, and stability—becomes compelling when abstract values are translated into concrete visual signals.

Action

• Reframed the brand’s visual language around aspirational lifestyle values rather than demographic traits.
• Structured lifestyle context, product selection logic, brand heritage, and premium cues into a coherent visual system.
• Built an intuitive browsing experience using illustrations, information architecture, and UI-based information visualization to introduce products and collections.

Outcome

A distinctive yet intuitive micro-brand experience that consistently communicates brand values while enabling effortless exploration and decision-making.