KILALA

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︎ BRIGHT EYES BRIGHT LIFE
︎ BRANDING / VISUAL IDENTITY / PACKAGING /DESIGN / ART / POSTER/OVERSEAS


︎︎︎ DESIGN
︎︎︎ ART DIRECTION

The visual style of kilala overseas is different from that in China. The audiences and cultures of different countries are very different. For the European, American and Southeast Asian markets, during the design process, we are often troubled by whether we should cater to the audiences of various countries or unify the brand style.
The work also includes the Russian segment of the YOUTO brand, which includes platforms such as Ozon, Yandex, and Amazon. The design restrictions are due to platform specifications, and consumers' needs are more in the functionality of the product.

KILALA海外的视觉风格同国内有所不同，受众人群及各国文化的差异甚远，面向欧美及东南亚市场，设计过程中常常会被应该去迎合各国受众还是统一品牌风格而苦恼。
其次也有负责YOUTO品牌的俄罗斯板块 ，分别是Ozon、Yandex、Amazon等平台，在设计上限制因平台规范限制较多，消费者的需求点更多在于产品的功能性上。

︎︎︎ LOHO
︎︎︎ CHXXXL
︎︎︎ LILYMLLE
︎︎︎ AIWOLV
︎︎︎ DICKEE
︎︎︎ POSTER

︎︎︎ MADEBYME
︎︎︎ LOOKBOOK
︎︎︎ BRAND IMAGE

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Mainly responsible for the interface design of KILALA Southeast Asia and the United States platforms, including Shopee, Instagram, independent websites, Tictok, Xiaohong mall and local exhibition materials and packaging. In the extension of style, we continue the domestic positive, energetic and youthful tone; in the use of colors and graphics, the crowd portrait information provided by Southeast Asian operations can be combined with domestic color matching to maintain brand unity. The saturation has been improved, and the auxiliary graphic application of splicing color blocks has been added, but it is still in the experimental stage and the performance is more flamboyant.
On the other hand, European and American presentations have already accumulated market experience, and past data feedback shows that product information and benefits are more attractive to consumers. The selection of models also tends to favor people with different skin colors, and the design layout is as simple and elegant as possible.


主要负责KILALA东南亚及美国平台的界面设计，其中包括虾皮、Ins、独立站、Tictok、小红mall及当地会展物料和包装。在风格的延伸上，延续国内积极、活力、年轻的调性；在色彩及图形的运用上，经东南亚运营给出的人群画像信息，可以结合国内的色彩搭配，在保持品牌统一的基础上将饱和度提高，新增了拼接色块的辅助图形应用，但仍处于实验阶段，表现上更为张扬。
反之欧美的呈现，因已经有了市场沉淀，经以往的数据反馈——产品的信息及利益点更能吸引消费者，模特的选择也倾向于多肤色人群，设计的版式上则尽量简约大气。