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Fancy What-Not

Design: Peggy Chen
3D Render: Peggy Chen
Art Direction: Justin Colt

 Branding Project

Brand Identity
Brand Strategy
Naming
Research
Art Direction
Editorial Design
Motion Graphic
Luxury brands often elevate ordinary items with their logo, inflating their perceived value. This became apparent to me during the 2022 Shanghai City Lockdown, where basic groceries became scarce and highly-priced. This experience blurred the line between essentials and luxuries. I still remember spending almost $20 for one lettuce. These groceries are the true luxury back then, with no logo wrapping paper.

To explore this concept further, I created a brand called Fancy What-not, featuring six fashion items made from daily essential groceries. Through campaigns and styling, I highlight the ambiguity of value in everyday objects.

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📍 New York/📍 Shanghai/ 📎 Brand Designer/ 💿 Motion Designer/ 🔮Tarot Card Reader