Project Objective:

AeryX is a lifestyle and performance brand I created with a focus on identity, packaging, and apparel design. The guiding principle was the tagline Move With Purpose, which shaped the visual language and overall direction of the project. My objective was to build a cohesive brand system that communicates movement, intention, and versatility across every touchpoint.

I developed a brand identity rooted in modern aesthetics that balances function with storytelling. This included a logo system, typography, and visual guidelines that could adapt seamlessly across applications. The packaging design emphasized sustainability and user experience, making unboxing a meaningful part of the brand journey. For apparel, I designed versatile pieces that merge lifestyle and performance, reflecting the brand’s ethos through minimal yet distinctive details.

This project demonstrates my ability to carry a strong concept through identity, packaging, and product design. AeryX represents a unified brand system that inspires purposeful movement in everyday life as well as in athletic performance.

Key Features:

• Brand Identity: Developed a modern, flexible identity system including logo, typography, and visual guidelines aligned with the tagline Move With Purpose.

• Packaging Design: Created sustainable and functional packaging that enhances the unboxing experience and reinforces the brand’s values.

• Apparel Design: Designed versatile pieces that merge performance with lifestyle, focusing on minimal aesthetics and purposeful details.

• Cohesive Storytelling: Ensured consistency across all touchpoints to strengthen the brand’s message and user connection.

Design Process:

1. Research and Inspiration: Studied lifestyle and performance brands to identify visual trends, gaps, and opportunities for differentiation. Gathered moodboards that explored movement, minimalism, and intentional living.

2. Concept Development: Sketched and iterated on logo marks, typography pairings, and visual systems to capture the essence of Move With Purpose and explored multiple directions before refining a cohesive identity.

3. Packaging Exploration: Prototyped packaging concepts with a focus on sustainability and user experience. Consider how the box could act as both protection and a storytelling medium during unboxing.

4. Apparel Design: Designed clothing touchpoints that extended the identity into everyday wear. Balanced functionality with lifestyle appeal, creating versatile pieces that reflect the brand’s ethos.

5. Refinement and Cohesion: Tested variations across applications, ensuring consistency in color, typography, and tone. Finalized a unified system that ties brand identity, packaging, and apparel into a single narrative.