To start, we delved into Elhae’s music and the themes of his "Aura" album, aiming to reflect his distinct sound and lyrical content within the merch designs. The original designs were envisioned to blend elements of ethereal imagery and modern streetwear, capturing the essence of Elhae’s music. We sought to create pieces that fans would wear with pride, both as merch and as stylish, standalone fashion items.
For the 2021 Aura Tour, we developed several shirt concepts that drew on both visual and lyrical elements from Elhae’s album. We used bold typography, intricate illustrations, and a color palette inspired by the “aura” theme, playing with gradients and soft lighting effects to echo the album's soulful, atmospheric vibe. Each design was carefully crafted to balance simplicity with visual impact, ensuring it would resonate with fans across different styles.
The exclusive tour merch shirt collection quickly became popular with fans, who appreciated the combination of style and the personal connection to Elhae’s music. The shirts sold out at multiple tour stops, underscoring the demand for well-crafted, thoughtful merch. Despite the postponement of the Aura Tour, the adaptability of the designs enabled us to make a successful transition to the Digital Roses Tour, ensuring fans still had a tangible way to connect with Elhae’s artistry.
Designing and adapting the tour merch shirt collection for Elhae was a fulfilling journey, showcasing our ability to pivot creatively in response to unexpected changes. Through close collaboration with Elhae and his team, we transformed the initial designs into timeless merch that resonated deeply with his fanbase. This experience highlighted the power of versatility in design and the importance of staying true to the artist’s vision, no matter the circumstances. We are proud to have contributed to Elhae's success on the Digital Roses Tour and look forward to future projects that celebrate his evolving artistry.
