***The assignment required us students to create branding for an existing local SME (Small-medium enterprise). Note that the brand direction may not be accurate to the original's brand identity.
*** The brand identity is portrayed according to my preference and research.
*** The brand identity is portrayed according to my preference and research.
SME: Katastrophy Korsets
Business: Corsetry
Brand manual link: http://issuu.com/clairetan/docs/katastrophy_korsets_manual
Brand journal link: http://issuu.com/clairetan/docs/ci_journal/1
Business: Corsetry
Brand manual link: http://issuu.com/clairetan/docs/katastrophy_korsets_manual
Brand journal link: http://issuu.com/clairetan/docs/ci_journal/1
Katastrophy Korsets is a Southeast Asian online corset brand based internationally.
Theu produce semi custom-made aunthenthic corsets, which is widely known for tight-lacing and waist-training purposes.
The brand boasts of using a patterning of 9 panels per side with a cupped rib shape by default, unlike standard-sized corsets which have 5 to 6 panels per side. They also use bent flat steels in the front and sides of the corset, which provides stronger support than using spiral steels.
Valued customers get to choose from the range of hand-dyed fabric colours available to them, according to their tastes.
The Katastrophy Korsets logo is inspired by the Chinese traditional character (災)., which means "catastrophic". The concept of this logo is Katastrophy Korsets is a brand that is full of shock culture. The idea of Katastrophy Korsets is gender neutrality and to celebrate individuality, which may not be acceptable to the majority.
Why use a Chinese character to portray catastrophe?
Although Katastrophy Korsets is an international brand, it is based in Southeast Asia, started up by alternative model, KathTea Katastrophy, who is a Chinese Malaysian. When people criticise the waist-training community, Katastrophy Korsets started a movement #RealCorsetsRealPeople to support and defend corset-wearers. This brand believes that actions speak louder than words, once the community unites to fight, the effect would be catastrophic.
