with this project, i wanted to illustrate the theatrical and otherworldly features of gentle monster’s futuristic installations, drawing inspiration from living ecosystems and the form of the human body.

my first impression of gentle monster was that they were very distinct with the way they showed their unique brand qualities and their stores seem ‘museum-like.’ the brand has varying concepts for each collection release, all with an underlying tone of creepiness and many futuristic elements.

upon further research, i found that it was important to take note of who gentle monster’s target audience is, as their consumers are style-conscious (ranging from the ages 18–30 / gen z), those who frequent social media, are trend aware, and value self expression and getting a luxury shopping experience.

dive deeper into the core of living organisms by utilizing the form of a spine as a main source of inspiration. the spine represents the essence and center of the human body and all living creatures. in order to display the otherworldly themes and creatures gentle monster presents in their installations across the world, this rebrand will focus around using their eye wear as an accessory that sculpts around the body.

the logo motion displays the form of a spine extending across the screen, communicating the traits of otherworldly creatures in their installations. i wanted to make the logo and the overall feel of the animation to feel soft and fluid, but maintain sharp and elegant features within the letters / logo form.

six posters were designed for this rebrand project. series a are the main promotional posters that would represent the brand’s system. series b is a collaboration project between gentle monster and the korean jewelry brand, space oddity.