I wanted to push myself out of my comfort zone by trying an aesthetic I’ve never tried before: something colourful, eccentric, and artsy. I created a loungewear brand called LOAFWEAR, based on anti-productivity and lazing around. I thought it would be pretty fitting considering the rise of “quiet quitting” and the increased value placed on work-life balance for Millennials and Gen Z. Based on the brand concept, I made a basic collection titled “What I Like to Do On Sundays” which would encourage people to relax on a universally agreed-upon restful day.

​

I created the social media feed with bright colours and “hand-drawn elements” by drawing roughly with a mouse on Illustrator for a more organic look. I still wanted the brand to have a more graphic look, so I paired the hand-drawn elements with a digital-looking font.

​

Realistically, if I were to make this a real brand, the concept could be worked on a little more. The idea of lazing around is a pretty privileged stance to take considering not everyone has the financial ability to do so. It’s not exactly wrong as it likely won’t be targeting a mass audience, so maybe it should be pretty specific on a more affluent target market.

​

​

​

​

​

​

​

​

​

​

​

​

Design-wise, I found it really fun to work on this project. I stepped out of my comfort zone and didn’t strive to make things too perfect. Drawing with a mouse forced me to go along with the imperfection as I couldn’t control it very well. I liked that all this imperfection contributed to making the feed look more eccentric and artistic, which was the exact look I was going for.

​

For alot of the designs, I could just make exactly what I was thinking without worrying about rewording it more appropriately. I think that the aspects of being unserious and mildly chaotic are pretty true to my character, which made it feel natural to me.