Branding — Packaging — Senior Exhibition Project
Fleurish
Exhibition Summary
“With a mission to foster inclusivity and education for gender-diverse individuals, Fleurish serves as a platform to empower the genderqueer experience through design. By establishing a cohesive brand identity infused with floral motifs and a name inspired by growth and vitality, I aim to underscore the transformative potential of gender-affirming gear in enabling individuals within the genderqueer community to flourish authentically. Ultimately, the brand’s key message emphasizes the importance of providing space for genderqueer individuals to thrive, advocating for widespread accessibility to products and information crucial to their journey of self-discovery and expression.”
Challenges
Gender-affirming gear is rarely present in stores, and buying them online isn’t an option for those who aren’t out to the people they live with.
1.
Widespread misinformation and hate speech has demonized these products and left many feeling unsafe buying them in stores.
2.
Gender diversity can be a very complex subject, making it hard for people to want to learn more about it.
3.
Insights
Showing how this gear can be life-saving for those who use it can help demonstrate the importance of having easy access to these products in stores.
1.
Develop a brand identity that is authentic towards the genderqueer community while still discreet enough to ensure people feel safe buying it in stores.
2.
Develop packaging and informative booklets that help educate people and raise awareness about the complex genderqueer experience.
3.
The Fleurish logo, inspired by the genderqueer symbol, initially resembled it closely, featuring an asterisk shaped like an abstract flower. It later evolved to include the brand name and slogan but was simplified for consumer safety, retaining the floral asterisk and brand name to maintain discretion.
Logo Evolution
Packaging
Chest Binder –
“For those seeking a flatter and more masculine chest appearance, chest binders offer a straightforward and effective solution. Worn snugly around the torso, binders compress breast tissue to create a flatter silhouette.”
Packer –
“For individuals seeking a natural bulge, packers offer a convenient, reusable solution. Available in various shapes and styles made from silicone or foam, packers simulate the appearance and feel of male genitalia when worn inside underwear.”
Body Tape –
“Body tape offers a versatile and disposable alternative to binders and gaffs. With its discreet application and customizable fit, body tape effectively and safely compresses the chest or bikini area, ensuring a secure and comfortable experience.”
Breast Forms –
“Breast forms are a convenient, reusable option for individuals desiring a curvier silhouette. These forms mimic the shape and feel of natural breasts and can be placed inside a bra to enhance curves.”
Gaff –
"Tuck underwear provides a comfortable solution for achieving a smoother, flatter silhouette. These specially designed garments securely tuck away genitalia for a streamlined appearance, ideal for discreet wear under any attire, especially when paired with body tape."
With practically every product being reusable and requiring proper storage to stay well maintained, I designed my packages to double as storage spaces, using magnets for security.
Magnetic Closure
Booklets
Guidebook
The Official Guidebook explores what each of the above 5 products are, why they are important, and how to use them. Many of these products can be complicated to use, which this booklet aims to resolve.
Narratives
The Official Narratives compiles the personal experiences of 7 genderqueer individuals, promoting empathy for their diverse experiences. Participant’s faces are obscured by flowers to preserve anonymity while following the floral theme of the brand.
Dictionary
The Official Dictionary is an introductory guide to vocabulary related to gender diversity. As a complex subject, this book strives to make these terms easier to understand for everyone.
Infographics
To divide up large amounts of information into smaller digestible chunks, I created three infographics that laid out information about gender-affirming gear and why easy access to these products is essential for the well-being of countless people.
These graphics were designed to be placed on a wall beside my final display for Fleurish.
After receiving 15 responses to a survey asking genderqueer people for their personal experiences, it became evident that the Fleurish Narratives booklet alone wouldn't suffice to represent all these voices. Consequently, a supplementary poster was created. The slogan "give us the space to grow" embodies the idea that fostering a safe environment for genderqueer consumers to navigate their identities can help them grow into their authentic selves.
This graphic was placed alongside the products and booklets made for Fleurish, compelling visitors to approach the display to read the smaller text up close.
Check this out!
Wanna learn more about my design thinking behind this project? Check out this awesome informative video!
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