A brand refresh for DEFA LUCY, a fashion doll line by Chinese toy company Defa. Aiming to redefine the genre of fashion dolls, DEFA LUCY caters to fashion-forward "It" girls, establishing herself as a true influencer.
More than just a collectible doll, DEFA LUCY embodies bold confidence with a sharp sense of style. She represents her identity as a modern Chinese girl, reflecting the vibrant contemporary fashion landscape. Fearless in her style choices, DEFA LUCY blends elegance with edge, inspiring young Chinese individuals to embrace their unique identities through fashion.
(Image Credits: @defalucyofficial)
(Creative Direction: Thirty30 Creative, with Victoria Tang-Owen)
More than just a collectible doll, DEFA LUCY embodies bold confidence with a sharp sense of style. She represents her identity as a modern Chinese girl, reflecting the vibrant contemporary fashion landscape. Fearless in her style choices, DEFA LUCY blends elegance with edge, inspiring young Chinese individuals to embrace their unique identities through fashion.
(Image Credits: @defalucyofficial)
(Creative Direction: Thirty30 Creative, with Victoria Tang-Owen)
︎︎︎ CONCEPT
︎︎︎ VISUAL IDENTITY/BRAND REFRESH
︎︎︎ APPLICATION PRODUCTION
︎︎︎ VISUAL IDENTITY/BRAND REFRESH
︎︎︎ APPLICATION PRODUCTION
