Description
The ideas started when I came across an empty soap bottle from a well-known brand being sold on Marketplace—no product, just packaging, yet still valuable because of the brand. It reminded me of how, as teenagers, my friends would buy the cheapest item at Abercrombie & Fitch just to get the branded shopping bag and keep it like a souvenir. It’s both ridiculous and fascinating—the power of branding. In a world that often encourages overconsumption, this behavior reflects something different: the desire to keep and care for items, even when they’ve lost their original function. That contradiction sparked the concept.
Client
Opera Sport
Year
2025
Services
Concept
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Content
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As the creator of the CARE concept for OpéraSPORT, I crafted a brand extension rooted in emotional connection and responsibility. CARE expands beyond garment care to explore a deeper mindset, how we treat our belongings, ourselves, and each other. The concept aimed to strengthen brand loyalty by merging practical care instructions with personal storytelling, encouraging users to adopt care as a lifestyle. As part of the CARE concept, I developed the storytelling direction for TAKE CARE—a proposed editorial series designed to explore the emotional and cultural dimensions of care in everyday life. The concept highlights rituals like running, journaling, motherhood, and cooking, illustrating how care extends beyond garments and into the daily rhythms that shape our well-being. I defined how each story would connect personal reflection with the OpéraSPORT universe—subtly integrating garments into visual storytelling while maintaining authenticity. To add a tactile layer to the strategy, I created branded carecards inspired by postcards and magnets you put on your fridge. These served as keepsakes with garment-specific care tips and a personal touch for buys in the store, such as handwritten customer names and circels around the material of purschase. Visually, they extended the brand identity into physical retail in a playful, sentimental way. See more at https://operasport.net/pages/garment-care