Designing a visual identity with a playful edge
Branding, Social Media
2026 Passion Project
Knotty Girls Club is an online accessories brand focused on cute keychains for the everyday girl. I created a brand identity that weighs heavily around the concept of a club, drawing inspiration from university clubs (think member intakes and membership IDs) but with a playful Y2K spin on it.
Shaping the look and feel
I wanted the creative direction to reflect Knotty Girls Club’s fun, youthful and unapologetically cute identity. Hence, bright colours with playful elements reminiscent of the Y2K era felt right for its designs. I also wanted the brand to evoke a sense of approachability and belonging, which is why I felt that by reinforcing the club-inspired and community concept was important through elements like membership IDs as a potential way to introduce the brand to the world.
Logo concepting
I explored several directions for the logo but what was really clear was to emulate the knot-inspired visual for the brand mark.
Digital meets kawaii
Bright pinks and pixel motifs combines girly tones of blue and pink with typography that reflects the brand’s online presence.
Final outcome
I designed Knotty Girls Club’s Instagram launch, including Lunar New Year and pink keychain series, plus promotional videos. The profile achieved 2.5k+ views and 148 interactions in its first week.
Promotional posters designed for the lunar new year-themed series.
Promotional posters designed for the pink series.
