COYSEIO *213 LOS ANGELES POP UP
(Concept + Branding)
A brand expansion concept for COYSEIO, envisioning the Korean womenswear label's introduction into the U.S. market. The project adapts the brand's contemporary aesthetic and identity for a new audience through localized branding, retail experiences, and marketing materials, while preserving the refined, minimalist
visual language that defines COYSEIO.
COYSEIO's Spring/Summer 2026 (SS26) collection,
The London Snail, follows the journey of a "snail girl" navigating the complexity of urban life at her own pace. Rejecting the pressure of fast-moving cities, the collection embraces slow living through versatile everyday essentials that prioritize comfort, layering,
and longevity.
Inspired by this philosophy, I reimagined the campaign for Los Angeles, a city defined by constant movement, long commutes, and an always-on culture. While London served as the original backdrop, I found the collection's message equally relevant to Los Angeles, where clothing can become a personal sanctuary amid the demands of everyday life. Through localized branding, retail experiences, and marketing materials, the project introduces COYSEIO*213 to a U.S. audience while
preserving the quiet, intentional design language that defines the brand.
(Concept + Branding)
A brand expansion concept for COYSEIO, envisioning the Korean womenswear label's introduction into the U.S. market. The project adapts the brand's contemporary aesthetic and identity for a new audience through localized branding, retail experiences, and marketing materials, while preserving the refined, minimalist
visual language that defines COYSEIO.
COYSEIO's Spring/Summer 2026 (SS26) collection,
The London Snail, follows the journey of a "snail girl" navigating the complexity of urban life at her own pace. Rejecting the pressure of fast-moving cities, the collection embraces slow living through versatile everyday essentials that prioritize comfort, layering,
and longevity.
Inspired by this philosophy, I reimagined the campaign for Los Angeles, a city defined by constant movement, long commutes, and an always-on culture. While London served as the original backdrop, I found the collection's message equally relevant to Los Angeles, where clothing can become a personal sanctuary amid the demands of everyday life. Through localized branding, retail experiences, and marketing materials, the project introduces COYSEIO*213 to a U.S. audience while
preserving the quiet, intentional design language that defines the brand.
Logo Redesign for Los Angeles
COYSEIO can find a second home anywhere. (Illustrator, Photoshop)
Billboard designs (Illustrator, Photoshop)
Perfume Packaging Redesign (Photoshop)
Pop Up Event Invitation Design (InDesign, Photoshop)
Event Staff Badge Design (Illustrator, Photoshop)
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James M. Chung