Brand Overview

Hyein Seo is a fashion brand that blends contemporary streetwear with a bold, rebellious spirit. The brand challenges traditional gender norms by offering unisex clothing that reflects the fluid transition from youth to adulthood. Known for her innovative use of fabrics, prints, and styles, Hyein Seo draws inspiration from counterculture with bold text and slogans in her collections. As a South Korean designer, she specializes in women's contemporary streetwear. The brand's logo, simple and minimalistic, features only her name, allowing room for creative reinterpretation. My goal was to refine the logo to better capture the brand’s unique style and the designer's creative vision. I drew inspiration from the intricate line work in her clothing, particularly the graceful, flowing fabrics that exude elegance.

Introduction

Inspiration

Process

Final