In this brief, brand development that criticises specific industrial elements was required. IAM deals with the excessive obsession of the fast fashion industry in high-end awards and the loss of individuality due to the constant pursuit of fast-paced fashion similar to the factory’s conveyor belt, and IAM aims to create an illusion of finding one’s own personality while subtly emphasising the harmful effects of relentless pursuit without realising that “beauty” has a harmful effect.

The main target is branded, especially for young women facing the pressure of appearance. The brand was created to reveal these negative effects by using satire to reveal the harmful effects of young girls and criticising deeply rooted consumer behaviour. IAM is designed to stimulate the sensitive sensibility of girls who have not yet found their own identity and style, causing confusion and encourage excessive consumption, creating the illusion of finding individuality, and helping users discover their own style.

To convey this message, the colour palette maintains vivid and stimulating colours while evoking the image of the Barbie brand. According to the concept of the brand, the avatar imagining a young girl who reflects myself, the owner of this project, represents the self, and various illustration icons are designed together. The style ID card, which embodies the identity of the IAM brand, realises the unique style of individual natural colours such as skin, eyes, and hair, and trendy fashion and beauty through the built-in QR.