Styll Cherry Blossom Collection.
Art direction and social design for Styll's yearly Cherry Blossom drop: a collection logo and a launch set of posts and stories for an authorized New Era retailer. The collection sold out.
The collection logo and launch imagery, composited in Photoshop and Procreate.
Catch the bloom before it's gone.
Styll is an authorized New Era retailer carrying official MLB, NBA, and NHL merchandise. Their Cherry Blossom collection is the drop fans wait for every spring, and it relies on a specific feeling just as much as the product itself.
I made a custom version of the Styll logo for the release, softening it into a blossom palette with floral accents. From there I art-directed the whole launch, compositing posts and stories in Photoshop and Procreate so the caps sit inside a dreamy blossom world and the drop reads as an event.
- The brief
- Licensing set the boundary. The caps are official MLB, NBA and NHL product sold through an authorized New Era retailer, so the marks on them were not mine to alter. Whatever the campaign did to make the drop feel like an event had to happen around the product rather than to it, which ruled out most of the obvious ways to make a cap look like spring.
- What I decided, and why
- Soften the existing wordmark rather than draw a new collection logo. Styll already had a mark people recognised, and a drop that returns every spring does not need a new identity, it needs the same one wearing the season. I scanned one of the caps, drew the blossoms off the scan, and vectorized the result in Illustrator, so the florals came off the product itself instead of out of a stock library. The collection reads as Styll first and Cherry Blossom second, which is the right order for a brand that does this annually.
- Where it landed
- Under ten assets carried the whole launch across posts and stories, going out to an audience of roughly 40,000. Engagement on them was strong and the collection sold out.