Works
Product Design:
Chameo W
ETC Bag
Interaction Design:
Loom System
Nocturnal Street
Tai O Storybook
CX Design
Platform Redesign
Unboxing Experience
User Annual Report
Curriculum Vitae
Chameo W - Designing a new Sub-Brand concept and collection
Helping a local brand identify its Unique Selling Point and leveraged it to design a new iconic product line for the younger, more savvy market. The capsule collection was featured in the 2014 Indonesia Fashion Week trunkshow.
Chameo Couture is a family-run handbag company. Its specialty designs were copied from popular handbags silhouette, patched with Batik (traditional fabric) and woven artificial rattan. The designs failed to attract the emerging younger market due to its outdated ethnic look and lack of styling versatility.
To tackle this challenge, I did a trend research and style moodboard. Since all production were done in-house, I could work closely with the weavers to R&D new and innovative weaving patterns, making them the focal point in the designs. With the bagmakers, we worked on designs that would showcase the weaving beautifully, yet easy and quick to produce, keeping down the production costs.
We used a basic totebag pattern and modify the proportion and dimension to create 3 iconic silhouettes: a backpack, a city bag, and a bucket bag. I decided to not use any expensive and fussy Batik and instead used leather strips for trimmings and handles to keep the look clean and contemporary.
The end result was a collection of handbags, rich with culture and heritage showcased from the technique and craftsmanship that fits into the contemporary lifestyle (and buying power) of the youth. The collection was launched in Indonesia Fashion Week trunkshow 2014 and the bucket bag (Britt) has been the brand’s bestselling products to date (2019).
