Just Patchy
Just Patchy is a custom apparel brand that empowers kids and parents to co-design unique wearables using a flexible system of mix-and-match patches. The scope of this project involved building a high-energy visual identity system, a library of custom character illustrations, custom packaging, and advertising media framework.
Children's apparel is heavily fractured between sterile, overly serious minimalist brands that lack joy, and chaotic, unorganized cartoon labeling that fails to look premium or cohesive. The challenge was to build a fun, expressive, and colorful identity that still operates with the rigorous structural discipline of a high-fidelity design system.
A bold, maximalist visual framework was designed around a vibrant multi-color palette and an ultra-thick, stitched bubble logotype. The identity is anchored by a diverse family of geometric patch characters—that we named "Patch Bugs"—each featuring unique expressions and dashed vector border motifs that simulate real embroidery. This tactile, high-impact aesthetic organizes the brand's expansive product line cleanly across its digital storefronts.
Role
Lead Designer
Brand Strategy
Visual Identity
Character Illustration
Packaging Design
Lead Designer
Brand Strategy
Visual Identity
Character Illustration
Packaging Design
