Designing a playful stationery line that connects with young audiences

I designed the characters, illustrations, and product packaging for Double A’s new stationery set, developing two distinct lines — a trendy line and a character line — to appeal to diverse consumer tastes. The character line features a series of expressive cats interacting with stationery items, creating a friendly and approachable identity that resonates with younger customers and brings warmth to the brand experience.

Project Goal

Expanding brand perception through a youth-oriented product line

Double A, a paper brand well-known among office professionals, aimed to reach a younger audience by launching a new notebook line targeted at teens and young adults. The goal was to enhance brand recognition among the 10–20 demographic and reposition Double A as a relatable, everyday stationery brand for the next generation of users.

Solution

Creating character-driven storytelling through playful illustration

Five distinct cat characters were designed, each with its own personality and story expressed through illustration. Incorporating familiar stationery items — pens, staplers, tape, and Double A paper boxes — the scenes depict the characters freely playing and interacting atop a desk. This character line introduces a lighthearted narrative that strengthens emotional connection with younger audiences while extending the brand’s visual identity.

Collaboration

Extending the character line through a global collaboration

Following the launch of the character line, I designed additional products in collaboration with BTS. The collaboration reinterpreted Double A’s playful cat characters within the BTS universe, blending pop-culture influence with the brand’s youthful and approachable tone. This partnership strengthened Double A’s connection with global fans while expanding its appeal beyond stationery into lifestyle culture.

Solution

Designing a versatile stationery line for everyday use

Alongside the playful character series, a minimalist product line was developed to appeal to a broader audience. This line focuses on simplicity and versatility — designs that feel effortless and neutral, allowing anyone to use them regardless of age or style preference. By balancing personality with universality, the collection reinforces Double A’s identity as an approachable brand that fits seamlessly into daily life.