OVERVIEW
Mooniix is an end-to-end branding project created to redefine streetwear for a young audience that values introspection and self-growth over mere aesthetics.
Project Type: Solo Project.
Duration: 3–4 weeks.
My Role: Brand Strategy, Identity Design, & Visual Storytelling.
PROBLEM STATEMENT
The Problem Streetwear is currently saturated with "hype" and superficial aesthetics that lack substance.
The Explanation Consumers are shifting from "buying pretty" to buying identity. They seek brands that facilitate introspection and tell meaningful, personal stories.
How Might We How might we build an authentic identity that connects with this audience through shared values of self-growth?
PRIMARLY AUDIENCE
Segment: Young streetwear enthusiasts in Vietnam who prioritize substance over hype.
The Psychological Shift
Motivation: They dress to express their "internal self" rather than just fitting into a crowd.
Selection Criteria: They reject "low-effort" designs; they look for sharp silhouettes, premium fabrics, and stories they can see themselves in.
Habit Change: Moving from buying "pretty" clothes to buying "Identity"—seeking pieces that facilitate self-growth and introspection.
BRAND CONCEPT
REBIRTH (The vulnerable start)
SHADOWS (Facing fears/dark aesthetic)
GROWTH (The evolved soul)
VISUAL SYSTEM
BRAND IN THE WORLD
Thank you