Belongos

End-to-end fashion brand and e-commerce experience

Brand and UI/UX DesignerContent, packaging, marketing

Brief

Project brief

Audience: Young shoppers who want clothing with a story.
Challenge: Launch a new brand with no existing audience.
Goal: Build one identity across brand, content and a shopping app.
Timeline: [fill in]

Scope

What I worked on

01Brand strategy 02Brand identity 03Shirt stories 04Posters and campaign 05Shirt trailers 06Thank-you card and packaging 07E-commerce app 08Business impact

Brand strategy

You belong with us.

Story

A turtle at the edge of the sea: scared, uncertain, ready.

Voice

Warm, honest, ocean-inspired.

Audience

Young shoppers who want clothing with a story.

“Proof that even the smallest dreams can become reality.”

The founding story, told as a poster.

Black-and-white photo of a baby sea turtle crawling across a beach toward the waves, with the Belongos script in the corner

Story slide titled The Sea Doesn't Warn You. You Just Swim, with the turtle photo and a short text about beginning without a map

Story slide in white text on dark grey that tells the Belongos story as a little turtle at the shore and ends with a thank you

The turtle story: the idea behind the brand.

Brand identity

Brand identity designs

Wordmark

Vel-Mar campaign cover: two models in plaid shirts in front of a grey shutter, with BELONGOS in tall serif capitals above and the line Where the sky blushes, the sea forgets to rush below — **Vel-Mar campaign cover**

Sticker design

Wordmark exploration

Chosen

Why this one: [fill in]

Laguna

BlueMint aquaDusty redCream

Mascot: turtle

Blush Sky

MaroonBlushCream

Mascot: flamingo

Collection covers

Shirt stories

Laguna

Where the ocean became a shirt

Have you ever seen a place where the sea, sky and sunlight meet in perfect harmony?

That magical feeling… that peaceful blend of colours… That is the soul of Laguna.

The mint aqua colour represents shallow lagoon water in sunlight. The sky blue stripes represent deeper lagoon water and the clear sky. The dusty red and rust stripes are inspired by coral reefs and tropical seashells. And the cream and white tones reflect sea foam, white sand and sunlight on the water.

All these colours together create the calm, beautiful feeling of a lagoon. That is why we named this shirt Laguna. Laguna wears the colours of the ocean.

Colour meaningMint aqua is shallow lagoon water. Sky blue is deeper water and sky. Dusty red is coral and shells. Cream and white are sea foam and sand.

Blush Sky

The time pink meets blue

No one can plan for it. No alarm warns you. No calendar marks it.

It simply arrives: that one sacred minute when the sky can’t decide if it’s still day or already night.

The sun leans low, painting everything it touches in the warmest blush: soft, rose, tender. And from the other edge of the world, the cool blue of the evening creeps in, unhurried, certain. For one perfect moment, they touch.

Pink and blue. Warmth and calm. Fire and water. Two opposites meeting not in conflict, but in harmony.

Colour meaningBlush pink is the sun leaning low. Cool blue is the evening creeping in.

Posters and campaign

Teaser
Every great story starts somewhere. Ours starts soon.
Coming soon
Names the first two collections: Laguna and Blush Sky.
Launch
Laguna launch poster, with the shirt on a red checkerboard.
[replace image: shirt in the correct colour]
Sale
End-of-season sale: 30% off with a coupon code.

Shirt trailers and reels

50K+views per Reel

Shirt trailers

Still from the Laguna trailer: waves over dark rocks with the words NEW SHIRT — **Laguna trailer**Collection: LagunaViews: [fill in]

Still from the coming soon teaser: an embroidery machine stitching Belongos onto plaid fabric — **Coming soon teaser**Collection: [fill in]Views: [fill in]

Still from the Blush Sky trailer: a glowing flamingo silhouette in the dark — **Blush Sky trailer**Collection: Blush SkyViews: [fill in]

Promotional reels

Still from a promotional reel: a close-up of a green and blue plaid shirt with the BELONGOS name and Shop now — **Shop now: plaid close-up**Promotional reelViews: [fill in]

Still from a promotional reel: a model in a plaid shirt with the line Street wear x classic wear and Shop now — **Street wear x classic wear**Promotional reelViews: [fill in]

Still from a landscape promotional reel: a woman in a plaid shirt in front of grey lockers with the words Most people wear clothes — **“Most people wear clothes”**Promotional reelViews: [fill in]

Still from a promotional reel: a woman in a plaid shirt and jeans by a brick wall with BELONGOS and Shop now — **Shop now: street style**Promotional reelViews: [fill in]

Still from a promotional reel: a man in a plaid shirt in front of green leaves with BELONGOS and Shop now — **Blush Sky reel**Promotional reelViews: [fill in]

Still from a promotional reel: a man in a red bandana and a plaid shirt at a sports court — **Court-side lifestyle reel**Promotional reelViews: [fill in]

Thank-you card and packaging

Every order includes a thank-you note: “for diving into our ocean.”

Packaging designs

A pile of white woven BELONGOS labels marked XL, scattered on a black cutting mat — **Product labels**Woven labels with the BELONGOS wordmark and the size.

A brown kraft paper mailer on a cutting mat with the word BELONGOS in white lettering near the top — **Packaging cover design**Kraft mailer with the BELONGOS wordmark in white.

A white sheet printed with the BELONGOS name repeated in many lettering styles, black, red, blue and grey — **Butter paper design**Butter-paper print with the wordmark repeated in different styles.

E-commerce app

Shopping flow

Brand intro screen

Belongos app product listing with filters — Product listing with filters

Belongos app product page with sizes and a Shop Now button — Product page with sizes and Shop Now

Belongos app cart with price details — Cart with price details

Belongos app checkout with address and payment — Checkout: address and payment

Belongos app order placed receipt — Order placed receipt

FitAdvisor

One of the main features I designed for Belongos was FitAdvisor, an AI-powered clothing recommendation experience. Users can provide their height, weight, body structure, skin tone and other preferences. Based on this, FitAdvisor recommends suitable clothing from the Belongos collection.

The goal was to solve a common e-commerce problem: customers are often unsure whether a particular product will suit them, which can lead to dissatisfaction and product returns. FitAdvisor helps customers make more confident purchasing decisions by recommending products that are more relevant to their body characteristics and preferences.

FitAdvisor step 1: body shape, height, weight and usual size — FitAdvisor step 1: body shape and sizes

FitAdvisor step 2: undertone, skin depth and colour preferences — FitAdvisor step 2: undertone and colours

FitAdvisor step 3: preferred fit, comfort priority and usual sizes — FitAdvisor step 3: fit and comfort

FitAdvisor fit check with match scores for each item — FitAdvisor fit check: matches with scores

Business impact

120+shirts sold[fill in: time period]

2000+new followers[fill in: time period]

50K+views per Reel[fill in: time period]

What I learned

Lesson 1

[fill in]

Lesson 2

[fill in]

All projects Next: GYMspace

Project brief

What I worked on

Brand strategy

Story

Voice

Audience

Brand identity

Brand identity designs

Wordmark exploration

Laguna

Blush Sky

Collection covers

Shirt stories

Laguna

Blush Sky

More shirt stories

Posters and campaign

Shirt trailers and reels

Shirt trailers

Promotional reels

Thank-you card and packaging

Packaging designs

E-commerce app

Shopping flow

FitAdvisor

Business impact

What I learned

Lesson 1

Lesson 2