top of page
BRANDING
FICTIONAL PROJECT
JULY
2025
ILLUSTRAOR
PHOTOSHOP
DALL-E
MIDJOURNEY
Second Story is a fashion brand that sees clothing as a living journey. Every item comes with a QR code that leads to an app where you can discover who wore it before you - and where it’s been. It’s not about used clothes. It’s about meaningful ones. The brand focuses on emotion, connection, and circularity — letting clothes move from person to person, story to story. The visual identity reflects this with soft, organic shapes and warm, nostalgic colors that echo the rhythm of passing things on. Second Story turns getting dressed into something a little deeper - and a lot more human.
The Froota characters serve as the core ambassadors of the brand’s visual and emotional language. Designed with flat colors, thin contour lines, and bold body language, they make the brand instantly recognizable and memorable.Each character reflects a different mood and taste, allowing the brand to communicate variety, personality, and fun without relying on heavy messaging.Their presence across packaging, posters, and digital platforms creates a strong, playful continuity that kids connect with and parents remember.
The Froota project showcases how brand storytelling, character design, and bold visuals can come together to create an engaging, child-friendly identity. Through playful illustrations, vibrant colors, and a consistent visual language, the brand captures kids’ attention while conveying trust and natural values to parents. This project demonstrates the potential of building not just a product, but an entire branded world that can expand into packaging, merchandise, digital content, and beyond.
coming soon
THANK YOU FOR MAKING IT THIS FAR, LET'S CREATE SOMTHING TOGEHTER!
SECOND STORY PROJECT
bottom of page