case study · graphic design
tokyo zero — building a three-theme merch line
Tokyo Zero is a small-drop anime merch project — 47 products, three thematic storefronts, one voice. Here's how the brand system, typography, and page architecture came together.
01 · voice + audience
The core reader is the person who already knows the reference — Panty & Stocking with Garterbelt, Needy Streamer Overload, Genshin, HoYo, Vtubers. The brand assumes fluency instead of explaining. Copy is short, lowercase, punchy — closer to a Discord message than a marketing brochure.
"small drops. heavy print. character work for the people who already know."
02 · three storefronts, one system
misc
catalog, curated
The neutral hub — magazine-style catalog with numbered cards, hairline dividers, slate-violet accent. Serves as the anchor when the themed rooms feel too loud.
psg
candy-halftone spectacle
Panty & Stocking pastiche — hot pink frills, halftone circles, 7-card product showcase on a tilted cyan slab. Loads with a slam-drop TOKYO ZERO intro.
nso
crt streamer decay
Needy Streamer Overload homage — chrome background, RGB-glitching popup product boxes, scanlines everywhere. Character sprites for Ame + KAngel anchor the hero.
03 · typography
Apex Mk3
.contact
Monospace. Titles, labels, navigation. Reads as terminal output — matches the "design + code" story.
Beam Visionary
from the desk.
Script. Eyebrows, brand marks. The one moment of handwriting in an otherwise-mechanical system.
Branding Pro
Body copy, running text, product descriptions.
Sans. Body / product copy. Neutral, wide x-height, five weights. Does the invisible work.
NSO CRT
SIGNAL > NO SYNC
Pixel bitmap. NSO theme only. Chyrons, popup labels, HUD text. Ties the CRT visual metaphor together.
04 · color
Base palette locks the catalog in a soft-white / slate-violet universe. Each themed room breaks that mold on purpose — PSG goes hot pink + cyan + gold, NSO goes chrome + magenta + electric blue. The themes are supposed to feel like walking into a different shop; the misc is the hallway between.
05 · character work
Every product carries a hand-illustrated character. Deskmats print at 900×400mm with rounded corners; tapestries at 60×90cm on polyester with grommets; prints at 12×18in on satin card stock. The full character roster spans Genshin, Star Rail, HoYo IPs, Vtuber and Hololive members, and the two flagship PSG/NSO castings.
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how it ships →
The whole storefront runs on a serverless AWS stack provisioned with Terraform. Walk through the infrastructure or browse the catalog.