Shopee Illustration
Duration
Type
Team
My Role
Nov~Dec 2019
Side Project, Illustration
Chen Tseng
Research, Graphic Design
Background
Refresh the Brand Image of Shopee
This illustration series is an experimental project where I tried to discover how design can get users’ attention and make them feel connected with the brand, Shopee, in a refreshing way.
The side project aimed to deliver the image of friendliness, simplicity and universality which is consistent with Shopee’s core values. I tried to invigorate the brand and to allow customers to bond more closely by defining and creating illustrations of characters and scenarios.
Defining
Art Direction
Defining
Target Users
Designing
Moodboard
To create the down-to-earth design, I collected images that focus on the interaction between mother and children, the lifestyle of photographing and traveling, to relate to the daily life of the main users.
Designing
Persona & Scenario
Lisa and baby Emily
Lisa is a working mother who has an 8-months baby, Emily. She always gets children supplies from Shopee since the delivery is fast and is sometimes free.
Ann
Ann is a housewife who is good at cooking. She is willing to try different dishes with a variety of kitchenware.
Mike
Mike is a traveler who likes to travel all-around with light packs. He thinks this way is more relaxing for enjoying the scenery. He plans to buy some clothes and shoes for his next trip.
Sam
Sam likes taking pictures. He likes to take pictures in his daily life because it’s a way to record his life experiences. He plans to buy some photographic instruments from Shopee’s promotions.
Designing
Process
I started the design by sketch, and tried different color schemes and layouts in order to create the image that was most related to the direction-simple, inclusive and authentic brand theme.
Designing
Color
The color scheme was developed based on the Shopee color palette but in a more amiable tone.
