The Secret World of Arrietty follows a tiny girl named Arrietty who lives in a world smaller than our own, “borrowing” small items from our everyday lives. The film was released by Studio Ghibli in 2010 to great acclaim.
Blooming Season is a merchandise line inspired by The Secret World of Arrietty that celebrates personal growth, curiosity, and the joy of adventure through floral imagery and gentle storytelling. Designed for Gen-Z women (18–29) who grew up with the film, the line reflects themes of blossoming into your own identity, embracing change, and finding courage in small steps, while remaining accessible and magical for tween girls (8–13) discovering Arrietty for the first time through streaming—inviting both audiences to see growth, wonder, and adventure as something timeless.
Every design element lends itself to moments in the film. The leaves on the vine represent a key coming-of-age moment when Arrietty ventures outside and up the human house, stepping into her independence. Additionally, the flowers used in this guide are inspired by the iconic scene in which Shō offers Arrietty a wildflower, a tender moment frequently referenced by fans.
Since the film draws from European influences, I made the filigree to be used in the badges and decorative patterns. By having these flowing leaf elements move in a whimsical, organic fashion echo the film’s storybook charm while reinforcing themes of nature, elegance, and gentle adventure.
The two sets of icons for this guide feature both detailed, multi-colored illustrations that directly reference key moments from the film, and simplified one- to two-color decorative icons designed to be paired together as flexible visual accents. This dual approach allows the system to balance narrative specificity with versatility across different applications.
Pairing a base serif font with a secondary script font reinforces the warmth and elegance of the guide, while the flowing script adds a sense of personality and whimsy that visually justifies our core themes of growth, softness, and adventure.
The design system includes a flexible icon library featuring both detailed, multi-color illustrations that reference iconic moments from the film and simplified one- to two-color icons optimized for scalability across apparel, accessories, packaging, and digital touchpoints. Typography, badge design, and ornamental patterns are carefully crafted to balance nostalgia with contemporary appeal, supporting brand storytelling while remaining production-ready for licensing and retail environments.
This project demonstrates skills in brand identity design, merchandise systems, iconography, pattern design, visual storytelling, and consumer product applications, with a strong emphasis on youth-focused branding, lifestyle merchandise, and scalable graphic systems suitable for apparel, accessories, and retail packaging. Assembled with Procreate and Adobe Illustrator
