Shell For Wem — Brand identity by Ziang Chen
Art direction & design
Fashion imagery generated with AI for concept presentation only.
Ziang Chen
Shell For Wem is a contemporary fashion label that explores the tension between everyday dressing and experimental expression. Its visual identity balances fluorescent green, unconventional typography and controlled studio photography with structured layouts, creating a distinctive and consistent language across digital and physical touchpoints.
Logo
The logo is built around the concept of a “Shell”—a defined boundary that establishes structure while allowing room for variation. Within this framework, letterforms are stretched and cropped, transforming familiar typographic forms through shifts in proportion and creating visual tension.
Visual System
Hex: C8FF00
Pantone: 2297C
Panchang
Hanken Grotesk
Primary Typeface
Secondary Typeface
Social Media
Layouts, typography and imagery are adapted from the templates to suit different content and communication needs, maintaining a recognisable brand identity while allowing flexibility across posts and stories.
Campaign
The campaign explores the relationship between typography, clothing and the body. Letterforms are scaled, stretched and arranged to respond to the models’ poses and garment silhouettes, creating a sense of movement and tension across the composition.
I used structured product layouts, sharp-cornered buttons and a restrained black-and-white palette to give the web and mobile interfaces a clean, direct feel while keeping product imagery prominent. The top-right brand mark connects the brand identity with promotional messaging, extending the “Shell” concept into a flexible space for changing offers within a consistent framework.
E-Commerce
A shared 12-column grid and consistent visual language connect the product listing and detail pages, allowing different layouts to maintain a cohesive brand experience.
This project shifted my approach from designing individual visuals to building a cohesive visual system. By developing reusable templates and consistent design rules, I gained a deeper understanding of how repetition and structure can strengthen a brand's visual identity across multiple touchpoints.
Campaign
The campaign explores the relationship between typography, clothing and the body. Letterforms are scaled, stretched and arranged to respond to the models’ poses and garment silhouettes, creating a sense of movement and tension across the composition.
A shared 12-column grid and consistent visual language connect the product listing and detail pages, allowing different layouts to maintain a cohesive brand experience.
