This project explores an alternative brand strategy for sacai through the creation of a sustainability-driven sub-brand, sacai : eko. The concept focuses on circular fashion, experimental design, and purpose-led innovation, positioning sustainability as a source of creativity rather than limitation.
sacai : eko reimagines post-consumer textile waste as a design resource. By partnering with local textile recycling initiatives, the sub-brand transforms discarded fabrics into hybrid, deconstructed fashion pieces that stay true to sacai’s DNA while rewriting the narrative of waste.
Trend research highlights a shift towards circular economies, where waste is viewed as a resource rather than an endpoint. This supports the sacai : eko concept by aligning sustainability with innovation, long-term value, and future-focused fashion systems.
The EKO model follows a closed-loop system — from garment collection to fabric sorting and repurposing. Materials are evaluated not just by condition and fibre type, but also by emotional and storytelling value, allowing each piece to carry history while becoming something new.
The brand is rooted in The Creator archetype, driven by innovation and experimentation, supported by The Caregiver, which reflects responsibility, protection, and environmental consciousness. Together, they position sacai : eko as both expressive and ethical.
The target audience consists of urban creatives who value individuality, sustainability, and thoughtful design. They shop intentionally, appreciate limited or one-of-a-kind pieces, and are drawn to brands that balance strong aesthetics with clear ethics.
The brand launches with hybrid garment collections and limited capsule drops, supported by collaborative editions with artists and sustainability labs. These offerings emphasize exclusivity, craftsmanship, and experimentation while maintaining a circular production approach.
Products are positioned within the contemporary luxury market, reflecting the value of craftsmanship, limited availability, and sustainable processes. The key USP lies in offering one-of-a-kind designs that merge exclusivity with environmental responsibility.
Developed under the Brand Strategy module, this project proposed a brand alternative strategy for SOJAO through a conceptual collaboration with Singapore Airlines (SIA). The pairing was driven by shared values of comfort, rest, and everyday luxury, exploring how strategic brand alignment could elevate SOJAO’s lifestyle positioning without diluting its identity.
The perceptual map highlights a clear gap in the market where brands are interactive and experience-led, yet still able to attract new customers. Whitespace 03 was identified as the strongest opportunity for SOJAO to evolve beyond a traditional retail model while expanding its reach to a younger, experience-seeking audience.
SOJAO collaborates with Singapore Airlines as a strategic entry point to reach new, global, experience-driven audiences. By embedding the brand within the travel journey, SOJAO shifts from being purely a home bedding label to a premium sleep lifestyle brand that customers encounter, experience, and remember.
This direction explores a more futuristic and tech-forward interpretation of the SOJAO × SIA collaboration. The use of cool tones, digital interfaces, and sleek packaging positions the brand as innovative and system-driven, focusing on smart sleep solutions and efficiency. While visually striking, this approach leans more towards technology and functionality than emotional comfort, making it feel slightly detached from the warmth associated with rest and relaxation.
Moodboard 2 was selected as it better represents the emotional core of the collaboration — rest, comfort, and understated luxury. It creates a more immersive and human-centred experience, allowing SOJAO to seamlessly integrate into the SIA travel journey while appealing to both new and existing customers seeking calm and intentional living.
This pop-up introduces SOJAO through a tactile, in-flight-inspired environment where travellers can touch, feel, and experience the products before purchase. It builds trust, reinforces SOJAO’s premium positioning, and creates a smooth path from experience to conversion.
This touchpoint introduces SOJAO to passengers during a moment of rest in-flight, using a thoughtfully designed sleep amenity kit and brochure to create a calm, memorable brand experience aligned with Singapore Airlines’ premium service.
The tiered kit approach respects different cabin classes while maintaining a consistent brand presence. The inclusion of the SOJAO scent card ensures every passenger leaves with a keepsake, extending the experience beyond the flight and acting as a long-term brand reminder.
These items are curated as part of the SOJAO x SIA sleep amenity kit and in-flight brochure to enhance passenger comfort and introduce the SOJAO experience during the flight.
The digital sleep assistant transforms SOJAO from a product-based brand into a long-term sleep companion. By allowing users to scan a QR code post-flight, the brand extends the experience beyond travel and into everyday life through personalised sleep insights and recommendations.
Rather than overwhelming users with complex data, the app focuses on simple, approachable wellness features — reinforcing SOJAO’s calm, slow-living brand values. This touchpoint closes the loop by encouraging repeat engagement, brand loyalty, and future purchases.