Project Overview
Jawi Streetwear is a personal branding project that blends modern streetwear aesthetics with Jawi calligraphy, creating a unique fusion of style and cultural identity. The brand aims to revive and celebrate Jawi script in contemporary fashion, targeting a younger generation that wants to express their Malaysian heritage in a stylish way.
Logo & Branding Concept
The Jawi Streetwear logo draws inspiration from the historic Batu Bersurat, a significant artifact where Jawi calligraphy was carved into stone and used as a form of communication. This concept influenced the logo design, which features:
- A red square stone-like shape, symbolizing historical inscriptions but adapted for a modern aesthetic.
- White Jawi calligraphy spelling "JAWI", reinforcing the brand’s cultural essence.
- The text "Jawi Streetwear" written in black beside the logo, ensuring modern readability and making the brand more accessible to a wider audience.
While the original stone is not red, I intentionally used red as the primary color to create a high-impact, bold, and strong visual identity, reflecting:
- Strength & Bravery – Symbolizing the power of the Malay empire, where Jawi was widely used in governance and literature.
- Cultural Pride – A tribute to Jawi script as a significant part of Malay heritage.
- Modern Streetwear Influence – Red enhances brand visibility and memorability in fashion.
Product Design & Merchandising
A mix of modern and traditional influences, ensuring that the designs are sleek, wearable, and culturally meaningful.
First Product Series
- A black snapback featuring Jawi calligraphy, inspired by Malaysia and state names written in Jawi, making each piece a representation of national pride.
Packaging & Merchandise
- Merchandise including custom-designed snapback box, cap sticker, raya money packet , button badges, and lanyards, all incorporating Jawi elements to maintain a consistent brand identity.
Creative Execution
- Tools Used: Adobe Photoshop & Illustrator
- Photography & Editing: Personally handled the photography, lighting, and post-editing to create compelling promotional visuals.
Product Development & Manufacturing
To ensure high product quality, I explored multiple snapback prototypes before finalizing the final design. I also coordinated with an overseas factory, handling communication, quality control discussions, and production logistics to bring the designs to life.
Marketing & Sales Success
Beyond design, I also handled digital marketing and sales strategies to promote Jawi Streetwear.
- Facebook Ads Campaigns: I strategically used Facebook Ads to target the right audience, increasing brand awareness and driving sales.
- Sales Achievement: The marketing efforts led to the successful sale of 1,000+ snapbacks, proving the effectiveness of the branding, product design, and promotional strategies.
Reflection
This project was an exciting fusion of design, culture, and fashion, allowing me to explore branding beyond just visuals but also into packaging, merchandising, and marketing. By combining Jawi calligraphy with modern streetwear aesthetics, I aimed to create a brand that stands out while preserving cultural heritage. Additionally, my hands-on experience in product development, digital marketing, and manufacturing logistics gave me valuable insights into business, branding, and user experience.