For the research page, please refers to this link.
For a detail report of target audience (gen Z), please refers to this link.
khAi’s Instagram page.
Same goes for his promotion story. As he is in fact trendy and energetic, so I tried to keep it up while using the same font and color scheme for consistency and sense of branding.
One key reason for this attraction is the way trends signal relevance and connection. Gen Z is a generation hyper-aware of the "now"—they’ve been raised on platforms like TikTok, Instagram, and YouTube, where content evolves at breakneck speed. Artists who tap into current trends, whether through sound, fashion, or themes, demonstrate an understanding of the cultural zeitgeist that teens inhabit.
For khAi’s personalities, please refers to this link.
As khAi’s dream is to has his own fashion brand, it is expected that he has a great sense of aesthetics. So I tried to reflect that through his social media page. Instead of just posting photos, he edited it before hand to create a seamless look for the promotion. I have also tried to conveyed his “childish” personalities (he’s 18) as this is a song about teenage time by adding doodles over the post to balanced the adult side and and adolescences side.
Promotion story.
For example, musicians like Billie Eilish or Lil Nas X have thrived by blending genre-defying music with aesthetics that mirror the internet culture Gen Z knows so well—think bold outfits, meme-inspired lyrics, or collaborations that dominate social media algorithms.
Also, the appeal of warm, visually striking colors ties into this trend-chasing ethos but adds an emotional and sensory layer. Colors like red, orange, yellow, (mainly my color scheme) and pink evoke energy, optimism, and intensity, emotions that resonate with the rollercoaster of teenage life. Psychologically, warm tones are known to stimulate excitement and draw attention, which is crucial in an era where Gen Z’s attention is constantly competed for by endless scrolling feeds. Artists like Doja Cat or The Weeknd, for instance, often use vibrant, warm palettes in their music videos, album art, and stage designs, creating a multisensory experience that stands out in a crowded digital landscape. These visuals don’t just complement the music—they amplify it, making it unforgettable to a generation that processes information visually as much as aurally.
Ticket sheet.
Growing up with social media platforms like Instagram and TikTok, young generation mastered the art of curating their personal brand. An artist’s merch—especially when it’s stylish, bold, or tied to a specific aesthetic—becomes a wearable badge of identity. For example, a Billie Eilish oversized tee with her signature neon-green logo doesn’t just say “I like her music”; it signals a vibe: introspective, edgy, and unapologetic. Gen Z uses merch to broadcast their tastes and values, aligning themselves with artists who reflect their individuality or worldview. That is why khAi’s album released has merch, just a simple sheet of sticker to indicated that one’s his fan.
If there is any regret in this, it must be that there isn’t enough white in this digipak to consists with the Instagram’s page. Nevertheless, it reflects everything I want to talk about. The apple refers to “You are the apple of my eyes”, the cherry refers to “chéri” - my love in French - so yes, everything in this digipak reflects the romance plot that I have planned for the music video. I wish I can found a better way to executed the album’s title, but after a series of asking around: it seems that they are readable. The choose of warm color also indicated that this is a digipak about love, as red means passion and affection, while yellow means happiness and energy.
khAi’s digipak, designed on Adobe Illustrators and Adobe Photoshop.