This fictional brand explores how visual design can communicate culture, energy, and personality. Kimchii National is a fun and vibrant streetwear concept inspired by Korean identity, brought to life using character design, solid typography, and creative branding applications.

Company Values

Sustainability

Materials such as organic cotton, bamboo fibers, and recycled fabrics are used to encourage low-impact production. This effort affects not just the clothing and accessories, but also the brand's visual identity: bold, ethical, and long-lasting.
Authenticity

Kimchii National's visual identity was created through original sketching and creative experimentation. Each design choice reflects an approach that's based on an idea, rather than templates.
Customization & Affordability

Customizable streetwear that is affordable without losing quality or style. The company's visual identity reflects this balance, offering flexibility and strong visuals.

The Problem

Fashion brands often struggle with visual uniqueness, cultural relevance, and change. Many lack important visual systems, relying on general trends that quickly fade. These brands may feel uninspiring and disconnected to Gen Z consumers, who want vibrant, expressive, culturally connected visuals. The goal is to create a fictional brand with a unique and versatile visual style, allowing for creative freedom while maintaining cohesiveness and meaning.

The Solution

Kimchii was built with a strong, minimalist design concept that values individuality and cultural storytelling. Customized character visuals, dripping themes, and a structured logo system added individuality and unity to the brand. Kimchii's visual identity, characterized by strong typography, high-saturation color choices, and customizable designs, stood out across clothing, packaging, and advertisements, directly speaking to a generation that values authenticity and expression.