Brief.
Lucy Smashed the Tomato is a fashion label by Taiwanese designer Doris Shan, blending storytelling with wearable design. The project focused on building the brand’s visual foundation, developing an identity that
captured Lucy’s imaginative, handcrafted spirit and could grow across future collections and events.
Design Approach.
Created a visual identity built around a custom hand-crafted wordmark. The system was first launched through the brand’s debut pop-up event, extending into digital and print materials to introduce a cohesive and memorable visual direction. The identity continues to guide the brand’s evolving presence, balancing artistic individuality with clarity and consistency.
