TIMELINE / 16 WEEKS
ORLANDO, FL
Branding
Logo Design
Packaging Design
Visual Merchandise
Hiraya
Hiraya is a perfume company based in the Philippines. Their fragrances celebrate different aspects of Filipino heritage, taking inspiration from the natural world and its inhabitants.
People Problem
Over the last few decades, the rise and popularity of countries in the East have continued to influence the West. China, Japan, and Korea continue to dominate many aspects of pop culture, arts and entertainment, music, beauty, and many more. Because of its strong influence, social media and online spaces have created a space where other countries in Southeast Asia do not get the same visibility as their counterparts. However, we're starting to shift to change this mindset.
Why does representation matter?
Representation matters because it validates individual experiences and shapes perceptions of reality, reducing stereotypes and discrimation against certain groups of people. It also helps people create a strong sense of idenitity, belonging, and foundation for future generations.
Solution
Create a perfume collection that highlights tropical scents based on fruits found in Southeast Asia, specifically in the Philippines, Vietnam, Thailand, and Malaysia, aiming for more representation and visibility.
Target Audience
Teens to adults, ages 18-25+
Brand Overview
Hiraya's philosophy is rooted in authenticity and the connection between scent and memory, creating an immersive experience that unlocks a deeper part of our souls. I developed Hiraya's branding to reflect my own lived experiences, highlighting the natural world and honoring indigenous roots that are evident in the brand voice, tone, design elements, and mission. A longing for something rooted in community and nostalgia, to uplift voices and represent the vast, rich culture of Southeast Asia. And so, with love, dreams, and wishes, Hiraya came to be.
Logo Ideation
Moodboard
Packaging & Label Sketch
Point-of-Display Sketch
Dragon Jewels
Summer Soirée
Her Royalty
