FISH LIP
Brand Identity & Apparel Design
Brand Identity & Apparel Design
FISH LIP was a clothing brand I started with close friends in 2020–2021. My role was to help develop the brand from the ground up, designing everything from the logo and visual identity to the apparel and merchandise.
Built around the phrase “Fuck It, Shit Happens, Leave In Peace,” the brand gave me the opportunity to explore a more personal, expressive approach to design, bringing together bold typography, illustration, and wearable graphics.
During this time, I gained valuable experience building a brand from scratch and translating an idea into a cohesive identity across physical products.
Below are some of the designs we developed and turned into products, along with the brand identity and logomark.
Concept Development
For the first drop, we wanted to challenge the obvious direction of a fish-themed brand by making its predator the mascot instead. The concept played with the idea that survival isn't always pretty, and that sometimes life just happens. This became a way to bring FISH LIP's philosophy into the artwork, embracing the unexpected rather than fighting against it.
Final Products
The selected concepts were developed into finished graphics and applied across the first FISH LIP release, bringing the brand's visual identity to life through apparel and merchandise.
Stickers
Designed to accompany every customer purchase, they served as a fun, tactile way to increase brand recognition and thank buyers.
