Launching a successful apparel brand in the crowded Gen Z market is notoriously difficult. While many brands vie for their attention, capturing their unique tastes and earning their loyalty requires a deep understanding of their culture and values.

HOTCAKES Originals approached this challenge with a strategic focus on research and a commitment to authentic self-expression. Their goal: to create an apparel brand that truly resonates with Gen Z's diverse and dynamic personalities. The name "HOTCAKES" was chosen for its dual meaning: it recalls the warmth of childhood breakfasts while also acting as a playful term of endearment, offering a touch of positivity in today's world.

As the lead designer for this project, I was tasked with developing a brand identity that would not only stand out from the competition but also foster a genuine connection with the target audience. The brand needed to be both visually compelling and strategically aligned with Gen Z's preferences.

My solution involved a rigorous research process, followed by the development of a playful and colorful visual identity. Through a vibrant color palette and dynamic sticker illustrations, the brand captured the essence of Gen Z's energy, creating a visual identity that not only stands out but also forges a meaningful connection with a generation that values authenticity and self-expression.