ABOUT:
CLIO Claw Clip is a customisable fashion accessory brand that reimagines the everyday claw clip as a personal and expressive design object. The project transforms a familiar, functional item into a creative canvas for individuality, encouraging wearers to style, adapt, and personalise their accessory over time while offering a design-led alternative to fast fashion that promotes creativity, longevity, and meaningful self-expression.

POSITIONING:
Brand: CLIO Claw Clip
Positioning: A fashion-forward accessory brand redefining the claw clip as a customisable and expressive design object.
Defined by: Customisation, playfulness, personal expression.
Tagline: Customisable. Playful. Personal.
Market gap: A lack of customisable accessories that move beyond fast fashion and encourage personal expression and longevity.

CREATIVE RATIONALE:
The creative direction for CLIO centres on customisation as a form of self-expression. The concept introduces a charm-ready claw clip featuring drilled detailing, allowing for the attachment of jewellery and decorative elements. This transforms a simple, everyday accessory into a versatile and evolving design object. The visual identity balances modern femininity with clarity and restraint, using clean geometry, soft tactility, and a refined yet playful aesthetic language. The brand tone is confident, expressive, and accessible, reinforcing CLIO as both a functional object and a personal styling tool.
Every design decision supports the idea of adaptability, positioning the product as a blank canvas that evolves with the wearer and encourages ongoing creativity rather than seasonal consumption.