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Gucha Gucha

ぐちゃぐちゃ is a Chicago-based studio of two artists, me and my partner, Maksim. The name is an onomatopoeia of something being sloppy, messy, or messed with. The printed experiments reclaim the diasporas of being 1st generation Americans of immigrant families.

guchagucha.co

ぐちゃぐちゃ is a Chicago-based studio of two artists, me and my partner, Maksim. The name is an onomatopoeia of something being sloppy, messy, or messed with. The printed experiments reclaim the diasporas of being 1st generation Americans of immigrant families.

guchagucha.co

ぐちゃぐちゃ is a Chicago-based studio of two artists, me and my partner, Maksim. The name is an onomatopoeia of something being sloppy, messy, or messed with. The printed experiments reclaim the diasporas of being 1st generation Americans of immigrant families.

guchagucha.co

ぐちゃぐちゃ (Gucha Gucha) is a Chicago-based studio of two artists, me and my partner, Maksim. The name is an onomatopoeia of something being sloppy, messy, or messed with. The printed experiments reclaim the diasporas of being 1st generation Americans of immigrant families.

guchagucha.co

Year

2019

2019

2019

2019

2019

Methods

Branding, Product, Environmental, Digital and Photography

Branding, Product, Environmental, Digital and Photography

Branding, Product, Environmental, Digital and Photography

Branding, Product, Environmental, Digital and Photography

Branding, Product, Environmental, Digital and Photography

Studio

Gucha Gucha

Gucha Gucha

Gucha Gucha

Gucha Gucha

Gucha Gucha

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BRANDING AND IDENTITY

As an onomatopoeia of something being sloppy, messy, or messed with, it seemed fitting that the brand be flexible, fun, and a little messy. The research went into Edo period markets and post-WWII dagashi stores, a bright and eye-catching vintage feel that is appealing to those who feel colorful and auspicious enough for everyone. 

As an onomatopoeia of something being sloppy, messy, or messed with, it seemed fitting that the brand be flexible, fun, and a little messy. The research went into Edo period markets and post-WWII dagashi stores, a bright and eye-catching vintage feel that is appealing to those who feel colorful and auspicious enough for everyone. 

As an onomatopoeia of something being sloppy, messy, or messed with, it seemed fitting that the brand be flexible, fun, and a little messy. The research went into Edo period markets and post-WWII dagashi stores, a bright and eye-catching vintage feel that is appealing to those who feel colorful and auspicious enough for everyone. 

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PRODUCT DESIGN

ぐちゃぐちゃ (Gucha Gucha) is a low waste studio so keeping the methodologies, the entire process, and end products as compostable as possible was a new kind of design challenge. 

ぐちゃぐちゃ (Gucha Gucha) is a low waste studio so keeping the methodologies, the entire process, and end products as compostable as possible was a new kind of design challenge. 

ぐちゃぐちゃ (Gucha Gucha) is a low waste studio so keeping the methodologies, the entire process, and end products as compostable as possible was a new kind of design challenge. 

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BOOTH DESIGN

Reclaiming my Asian diasporas, I wanted to design a colorful booth with a pop of auspicious red. The buildout had to be mindful of the low waste brand, with an all-cotton low waste boundary, and also aware of the limited space. With my partner, Maksim, we set out to build and sew custom table cloths, a noren (the traditional, Japanese, hanging opening sign at the entrance), a hanging device to show our hanging wall-art, and a ladder to hold back-stock. 

Reclaiming my Asian diasporas, I wanted to design a colorful booth with a pop of auspicious red. The buildout had to be mindful of the low waste brand, with an all-cotton low waste boundary, and also aware of the limited space. With my partner, Maksim, we set out to build and sew custom table cloths, a noren (the traditional, Japanese, hanging opening sign at the entrance), a hanging device to show our hanging wall-art, and a ladder to hold back-stock. 

Reclaiming my Asian diasporas, I wanted to design a colorful booth with a pop of auspicious red. The buildout had to be mindful of the low waste brand, with an all-cotton low waste boundary, and also aware of the limited space. With my partner, Maksim, we set out to build and sew custom table cloths, a noren (the traditional, Japanese, hanging opening sign at the entrance), a hanging device to show our hanging wall-art, and a ladder to hold back-stock. 

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DIGITAL ACTIVATION

The marketing plan was simple; social media and email campaign activations. A lot of the content is based on the pop-up events with Renegade Craft Fair, local to Chicago.

The marketing plan was simple; social media and email campaign activations. A lot of the content is based on the pop-up events with Renegade Craft Fair, local to Chicago.

The marketing plan was simple; social media and email campaign activations. A lot of the content is based on the pop-up events with Renegade Craft Fair, local to Chicago.

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ART DIRECTION AND PHOTOGRAPHY

ぐちゃぐちゃ (Gucha Gucha) photography showcases a low-waste, all-cotton compostable material visualization, with a colorful palette. Photography and art direction by me.

ぐちゃぐちゃ (Gucha Gucha) photography showcases a low-waste, all-cotton compostable material visualization, with a colorful palette. Photography and art direction by me.

ぐちゃぐちゃ (Gucha Gucha) photography showcases a low-waste, all-cotton compostable material visualization, with a colorful palette. Photography and art direction by me.

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