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Geyuzhen Zhu

MFA in Graphic Design - 2 Yr Path — Graduate Graphic Design
Course:
805A TestLab Berlin: Post-Humanism Studio 1

Clink

I created a new brand of children's toys that reflects the unique culture of Berlin, while celebrating Germany's rich tradition of handmade wooden toys. I was responsible for the entire brand development process, including market research, logo design, store identity, packaging design, and digital presence.
Learning Outcomes:
This project reflects my ability to create a new brand concepts from scratch, combining cultural insights with a playful visual language. By using the help of AI and editing each image, I created a collection that tells a story about the authenticity and craftsmanship that sets these toys apart. This process refined my abilities and demonstrated my commitment to creating meaningful, engaging and visually unique brands.
Project Website:
https://jenzhu.net/clink
The name Clink was created to evoke a sense of playfulness, inspired by the sound of toys clinking together. The rounded letterforms give the logo a friendly and approachable look, while the transformation of the dot above the "i" into different toy shapes allows for dynamic usage across various contexts, keeping the brand lively and interactive.
I used Midjourney to bring this imaginary store concept to life. I crafted a detailed prompt to capture its essence and atmosphere. The prompt also included details like a child’s curious gaze, high-definition color, and a ground-level perspective, which work together to evoke a warm, inviting space for children and parents alike. This approach allowed me to create a vivid visual that effectively communicates Clink’s brand identity in a way that traditional mockups might not capture.
I used kraft paper for the packaging to reflect the natural, eco-friendly materials of the wooden toys. The packaging features real toy patterns, emphasizing the handmade craftsmanship and authenticity of each product. This design approach reinforces the brand’s commitment to sustainability and the timeless appeal of traditional wooden toys.