Creative direction / Branding / visual identity
MUSKä
MUSKä, a traditional barbershop since 1925, launches a new line of men’s grooming products targeting young men in their 20s-30s. The new pop-up store located in Chelsea Market, New York, celebrates the launch with a new, refreshed look.
For the opening event, MUSKä collaborates with KLASS, a premium leather goods brand, and held a soap-making workshop. DIY soap box kits are being sent as invitations along with RSVP cards which include a short survey on the participants’ skin types and concerns. The participants are encouraged to create their own customized soaps based on the survey results with the help from the experts during the workshop.
MUSKä webzine, UMLAUT, uses black&white photographs of old barbershops and other motifs that evoke the emotions and memories of the childhood to visually interpret the history and the mission of the brand.
As a designer, I created the visual identity and produced all branded collaterals, including product packaging, event flyers, webzine, and store displays.
