Eunbi Kang

03 / Brand + commerce / 2025

Building FRAY from Concept to Commerce

Building a self-initiated brand that translates quiet emotions into tactile products, visual stories, and everyday objects.

FRAY objects and identity in an editorial product photograph

Disciplines

  • Brand Identity
  • Product Design
  • Photography
  • E-commerce

01 / Overview

A self-initiated brand built from feeling to object

Fray explores how quiet emotions can become tangible products—objects that can be held, worn, and kept close.

I built the brand from identity and product development through photography, ecommerce, and market activation, connecting its physical and digital expressions.

A person holding a hand-finished FRAY textile bag
FRAY was developed as both a product and a lived brand experience.

02 / Identity System

A hand-drawn language that stays close to the making

The hand-drawn wordmark and secondary forms preserve the irregularity of the making process. Soft typography, stitched details, and an understated palette keep the system human while allowing the materials to lead.

FRAY identity references, sketches, typography, materials, and process notes
Early visual research connected handwriting, domestic objects, and tactile materials.
Three FRAY product tags showing the hand-drawn identity system
The identity moves from drawn marks into physical product touchpoints.
Hand-finished FRAY textile pouch with graphic lettering
Irregular forms and visible construction make the object part of the visual language.

03 / Product & Content

The system lives through the object

Each product works as both a functional object and an emotional artifact. Natural-light photography and familiar settings extend the same intimate language into editorial content and product presentation.

04 / Commerce

From physical markets to an online shop

FRAY pieces were sold at two New York markets and as merchandise for an independent exhibition in London, then carried into an online shop.

These settings let me observe how customers responded to the products, pricing, display, and story across physical and digital environments.

FRAY online shop shown across mobile and desktop screens
The online shop translated the tactile identity into a direct commerce experience.