WHEN YOU KNOW, YOU KNOW
Collaborated with a team to develop a playful lifestyle brand identity centered around the phrase “When you know, you know.” The project explores how a simple expression can become a flexible visual system across print, packaging, and product goods.
SERVICES
Brand Identity Design
Visual System Design
Product Goods Design
The challenge of this project was to create a brand from the ground up without an existing company or fixed visual direction. As a team, we wanted to design something that felt expressive, memorable, and adaptable across different formats. The phrase “When you know, you know” became the foundation of the brand because it feels familiar, confident, and personal. From there, we developed a visual identity that could feel both playful and polished.
To solve this, we created a system that combines elegant serif typography with bright graphic elements such as circles, dots, and flower-like shapes. The contrast between refined type and colorful visuals gives the brand both sophistication and personality, while the repeated initials and modular graphics allow the identity to expand across notebooks, pens, packaging, posters, and other brand applications. The final brand system feels cheerful, recognizable, and intentional, turning a simple phrase into a complete brand experience.
