Role
Team
Overview
Designer (Logo, Typeface, Concept, Applications)
Soyi Jin
Freakies is a caudex plant-inspired lifestyle and plant shop. The brand identity takes direct cues from the caudex plant's strikingly unusual silhouettes, each species radically different from the next, translating them into a graphic icon system that forms the visual language of the brand. The logotype and display typeface were custom-designed with rounded, organic letterforms that echo the bulbous forms of the plants themselves. A tagline, "Rooted in love, blooming with care," and campaign copy, "We are all freakies," together frame the brand's core belief: that what makes you different makes you worth celebrating.