Little Puffy

Services: Brand Identity, Illustration, Art Direction

Graphic Design: Ashley Min
Apparel Design: Charlotte Yi
Illustration: Ashley Min, Tania Tran
Photography: James T Bee


Rebranding Little Puffy, a family-run merchandise line, created by YouTuber, Michelle Choi.

Little Puffy was a small project started by Michelle to help support her parents. Over time, Michelle had a clearer vision for what she wanted Little Puffy to be. Little Puffy was rebranded to reflect Michelle’s current style while still paying tribute to the original elements of the brand. A new logo and smiley face were created along with illustrations of plants and furniture to reflect key elements in her “Living Alone Diaries” videos.