HUGGISM - Brand Ideation & Exhibition
| 2017-2020 |
HUGGISM began as my Final Year Project in 2017 and later evolved into an
independent handmade knit brand that operated for three years.
The project explored how tactile comfort and human connection could be expressed through oversized knit designs.
From brand identity and product design to social content and exhibition planning,
I involved in every stage of HUGGISM’s creative and operational growth.
졸업 프로젝트로 시작된 핸드메이드 니트 브랜드 HUGGISM은 이후 약 3년간 독립 브랜드로 성장했습니다.
‘따뜻한 촉감과 포근한 연결감’을 주제로 한 디자인을 중심으로 브랜드 아이덴티티, 제품 기획, 전시, 콘텐츠 운영 전 과정을 집행했습니다.
Brand Concept & Visual Identity
The name “HUGGISM” combines hug and -ism, representing a philosophy of warmth, softness, and connection.
The brand’s minimalist pastel palette and rounded forms were designed to evoke emotional comfort and Scandinavian simplicity.
“HUGGISM”은 ‘hug(포옹)’과 ‘-ism(주의)’**의 결합으로 따뜻함, 부드러움, 연결의 철학을 담고 있습니다.
미니멀한 파스텔 톤과 둥근 형태의 디자인으로 감성적인 편안함과 북유럽 감성을 표현했습니다.
Huggism＝huge＋hug＋-ism
溫暖， 是我們盼望、相信並且所欲傳達的真實。
擁抱，不單指是動作。
藉由擁抱，能感受到溫度與情感的交流，彼此間願意付出，也願意包容。
我們希望這樣的柔軟，能成為每個人心中安定的力量。
Huggism選用巨型織品作為傳遞溫暖的媒介，
除了以織品交織的意象，來象徵群體互動間舒服且溫暖的感覺，
更使用特殊的線材巨大化人們的感官體驗。
Product & Visual Direction
Led art direction for all lifestyle photography and visual styling, highlighting the cozy and modular nature of hand-knitted products.
Each visual aimed to communicate both functionality and emotional warmth, showing how handmade craft can fit into modern urban life.
상품 촬영과 비주얼 스타일링의 아트 디렉션을 담당하며 핸드메이드 니트 제품의 포근함과 모듈형 구조를 강조했습니다.
각 비주얼은 기능성과 감성적 따뜻함을 함께 담아 수공예가 현대적인 도시 생활 속에 자연스럽게 어우러지는 모습을 표현했습니다.
Editorial Design
A number of Magazine, brochure, and postcard was designed for the use of the exhibition.
T-shirt design
A T-shirt was designed for our members to wear during the exhibition. To sync with our concept of hugging, two versions were made and when hugging each other, the whole logo can be shown.
Exhibition & Launch Events
Hosted four exhibitions both on-campus and in local design spaces to introduce the brand and interact directly with audiences.
Each event featured product demonstrations and interactive zones, creating an immersive handmade experience.
학교내외 전시 및 팝업을 총 4회 진행하며 브랜드의 정체성과 제품을 직접 체험할 수 있는 공간을 구성했습니다. 전시 연출을 통해 관람객과 브랜드의 교감을 강화했습니다.
Impact / Outcome
HUGGISM received positive feedback across both offline exhibitions and online sales.
The brand built a loyal customer base and sustained steady sales for three years through social media and direct engagement.
Through HUGGISM, I learned to merge creative direction and brand management, transforming an academic idea into a tangible lifestyle brand.