huglab.
‘ZIZAI’ Collection
Art Direction
Concept Development
Creative concept development and Art direction for ‘ZIZAI’ collection launch 2023 at start-up, lifestyle and houseware brand Huglab. Featuring new products communicated across all media — social media kit, newsletter communication etc.
'ZIZAI' means ‘freedom’ or ‘ease’ in Chinese. The two picnic mats from the 'ZIZAI' collection were born in the spring after the end of pandemic restrictions, when people could finally step out of their homes and enjoy nature.
'ZIZAI' means ‘freedom’ or ‘ease’ in Chinese. The two picnic mats from the 'ZIZAI' collection were born in the spring after the end of pandemic restrictions, when people could finally step out of their homes and enjoy nature.
Fruit, an essential companion for outdoor picnics, symbolizes the liberating feeling of finally being able to step out of home. Fruits of different shapes and sizes roll in from all directions, set to a rhythm and music that exude cuteness and freedom. It represents the casual interactions between familiar or unfamiliar individuals, the sharing and embracing among friends, and the love and longing for nature.
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In 2023, this product became one of the favorite outdoor essentials among young people.
Product Design: Jia Chen
Prop & Photography: Lina Zhang
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Huglab, derived from the ‘hug experiment’, was born during the pandemic, aiming to bring the warmth of hugs to those isolated at home. The brand strives to create cozy, comforting spaces like a big, comforting embrace.
Beyond a brand, Huglab treats living space as an externalization of people's inner world, infusing 'space' with vitality, and bridging the distance between humans and objects.