C.Beetle Kidswear
Coloured Beetle is a kidswear brand from China that focuses on fabric technology. They strive to design fashionable clothes so that parents don't have to compromise on style or comfort just to have functional, occasion appropriate kids clothes.
The Challenge
Coloured Beetle (C.Beetle) is a kidswear brand from China built around fabric innovation. They integrated functional textile technologies such as anti-mosquito and UV protection into everyday fashion. As the brand is trying to expand into Southeast Asia (Singapore, Malaysia and Indonesia), the challenge was to localise an existing brand system for new cultural, climate, and consumer expectations, while maintaining consistency with the global brand.
The Approach
The brand strategy focused on adapting the brand for SEA parents who are design-conscious, digitally native, and more aware of climate-related needs. The fabric technology was reframed as a lifestyle benefit and integrated naturally into brand storytelling across touchpoints.
Key considerations:
Designing a system that scales across diverse digital, social, retail, and campaign contexts
Adapting C.Beetle’s existing visual identity into a flexible brand system suitable for SEA markets.
Refining social colours for brighter, tropical environments
As part of Singapore’s SG60 campaign, I designed and produced a series of embroidered iron-on patches as limited-edition merchandise. The designs incorporated nostalgic Singapore childhood snacks like hawflakes together with the C.Beetle koala mascot. Rather than functioning as standalone giveaways, the patches were designed as brand extensions — integrated into the broader campaign, product experience, and brand storytelling.
Purpose of Merch
Build emotional connection with local parents
Extend the brand beyond apparel into playful personalisation
Encourage repeat wear, collectability, and organic sharing
The merch initiative connected multiple touchpoints:
Product: Customisation of C.Beetle kidswear
Campaign: Singapore localisation initiative
Social: Shareable, parent-generated content
Brand: Reinforcing playfulness, culture, and community
The adapted brand system was applied consistently across multiple platforms, reinforcing recognition and usability.
Digital & Social
Website design and visual direction for campaigns and product storytelling
Social media content templates and campaign visuals
Educational posts highlighting fabric technology in the context of the SEA climate
E-commerce
Visual alignment across product listings, promotional assets, and seasonal campaigns
Ensured brand consistency across different platforms and regional executions
Collaboration & Market Execution
We collaborated with KOLs across Singapore and Indonesia to ensure creative consistency and cultural relevance.
Guiding visual direction for KOL content
Aligning campaign assets across regions
Ensuring brand system adherence while allowing local nuance
This ensured the brand experience remained cohesive regardless of platform or market.
Brand Designer, Creative and Marketing Lead: Huiyi Chang
Social Media and Junior Designer: Alysa Wibowo
SEO: Atia Tobing
KOL Photos and Videos: gabriellaurel, nettyliee