Sundae School. Brand identity and website for the New York smokewear brand.
Sundae School is a boutique smokewear brand based in New York, selling cannabis-inspired apparel for “honor rollers.” Their primary pursuit is to de-stigmatize the use of marijuana and reinforce positive education surrounding its benefits. An additional layer behind the company’s design comes from its founders’ Korean roots: the use of several cultural motifs from a country which has strict no-tolerance views on cannabis is intentional in its effort to remove the stigma surrounding it. The brand produces seasonal collections and has been featured on The New York Times, Vogue, Hypebeast, and more.
Coinciding with the launch of its fourth collection, Sundae School launched a brand new identity and website which incorporate these motifs. Departing from a playful design, the new brand language is serious, bold, and minimalist – a clean and serious fashion direction that intentionally puts Sundae School alongside other prominent brands. Designed in collaboration with creative directors Dae Lim and Mia Park, as well as 2×4 designer Minryung Son, the new brand is positioned to give Sundae School a distinct flair.
My primary responsibility was the design and development of the website, as well as assisting with the efforts on brand identity. Taking cues from Son’s design direction, the website maintains a strict and consistent typographic hierarchy. A fully-customized WooCommerce solution was built from the ground up to match the company’s needs.