Week 2 - 01

After talking to my teacher about my ideas and my vision, I realised that I had two main problems at the moment. Firstly I needed to set a Brand Essence for my brand and secondly my brand visuals are weakly associated with luxury, so I needed to rethink my brand visiuals.

After revisiting my research from last semester, I sorted out my thoughts on the problem I wanted to solve with my project: With the combined efforts of luxury brands and social media influencers, many Chinese young people are convinced that luxury represents wealth and status, and buying a luxury bag has become the highest dream of many. But this wrong value is as illusory as a foam, and I hope to make young people realise this mistake through my practice.

I set a few keywords for my brand based on my project audience and purpose: Attractive, Flashy, Ostentatious. Brand Essence will be developed based on these keywords.