In the Style Of
Challenging traditional norms with an unexpected fusion of transit and high fashion.
Project Role
Graphic Designer
Tool
Figma, Photoshop
Timeline
Q3 2024
Industry
Cross-Industry Brand Experimentation
Koyu explored the intersection of creativity and unconventional thinking through a unique project titled "In The Style Of." Fascinated by the idea of combining two distinct brands, she chose to merge the luxurious perfume brand Chanel with the everyday practicality of the Toronto Transit Commission (TTC).
This project challenges traditional norms by imagining a Chanel TTC scent collection, creatively blending the iconic Chanel No.5 perfume packaging with the TTC subway system.
Koyu designed a branding toolkit for Adidas SUPERSTAR to visualize its personality and the history of the story. Her goal was to create an engaging and dynamic toolkit appropriate to your sneaker’s audience.
Responsibilities
Developed an experimental cross-branding perfume package design
Brainstormed the various aspects of how people think of TTC in daily life and CHANEL's perfume
Sketched out the thumbnails of the layout and built it on digital design tools
Team size
One-person project
Blending Urban Transit with Luxury
Each perfume cover mirrors the refined aesthetics of Chanel No.5, while collectively forming a larger map, where every scent represents a subway station. This design challenges conventional branding by transforming a daily urban experience into a luxury narrative, redefining how we perceive both transit and high-end fashion.
A Scent-sational Idea
Koyu observed that when people think of the TTC, their first impression is often its distinct scent, which many find unpleasant. In contrast, Chanel is globally recognized for its No.5 perfume, a fragrance cherished for decades. This contrast led Koyu to an unexpected idea: What if Chanel created a TTC-inspired scent collection? While not a product meant for sale, the concept sparked a fresh perspective on branding and sensory experiences.
She combined the TTC subway map with Chanel No.5’s signature packaging layout, transforming subway station names into perfume labels and blending two contrasting worlds into a thought-provoking design experiment.
Brainstorming guides the story
Embracing Creativity and Unexpected Reactions in Design
Koyu was both surprised and excited to develop this unconventional idea and bring it to life visually. She found the project incredibly enjoyable and loved sharing it with others, witnessing their laughter and reactions as they expressed their thoughts.
The design proved successful as it evoked a wide range of responses. Many found the concept both disgusting and brilliant, believed it was impossible yet intriguing, and even said they would buy it but never use it. This reaction aligned perfectly with her original intent.