WING NYC
BRANDING, 3D, POSTER DESIGN, PRODUCT DESIGN, PERSONAL PROJECT [12.2023]Nostalgic aesthetics and futuristic sensibilities define this brand identity.
“WING”is a fragrance brand intent on bringing the future of olfactory experiences. The namesake “Wing” derives from the phonetic Cantonese pronunciation of the character 穎, which is a part of my given Chinese name. The visual language is informed by late 1990s/early aughts club culture with the goal of creating a brand that doesn’t feel like an accurate representation of this time. Instead, the designs capture the nostalgia of a time in a light that is uniquely dystopian, yet still optimistic.The scents packed into cassette-tape shaped bottles articulate a landscape inspired by idealized worldwide web spaces. This ranges from natural scents (Jasmine, Asian Pear, Mandarin) to conceptual compounds (Iso E Super, Pearls, Seltzer). Each individual product bears its own unique marketing, from references of the scents themselves to personalized cards that come with each box. The bottle itself incorporates faux tape reels, secured with glow-in-the-dark spools that skirt between kitschy and campy.
Package design for the scents emphasizes the digital inspiration with chrome labels and a gloss spot UV print, providing an industrial quality that manages to contribute to a premium product.