Amostyle by Triumph

Amostyle is one of the four sub-brands created by Triumph Lingerie. This new product, aimed to the Japanese market, is a younger version working alongside the established Triumph brand. I was one of two designers working closely with the lead designer on this project for a period of five months, from original concepts to design applications, I had the opportunity to create a flexible, clean and fresh identity to be implemented across various media including, but not only, packaging, web and look book art direction. The heart element of the logo is a nod to the Kawaii Japanese culture representing the ‘love’ and ‘cuteness’, a prominent aspect of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, and mannerisms.