Project Introduction

Hvbits is a passion project created by the co-directors Tommie Hijweege and Thea Salcudeanu in collaboration with the concept artist Victoria Ganshin. This art book is the conceptualization of the world of Hvbits. Hvbits is a clothing brand meant for artists,from artists. It is meant to explore a new exciting universe, through different mixed mediums. Its story is being told through the garments, accompanied by animated trailers, a series of weekly comic zines, real-life pop-up events and finally, a mystery meant to entice its audience and welcome it on Hvbits’s website to explore the world in depth. This project was thought-out using a transmedia strategy, meant to experiment with the audience’s interest in finding out clues and details about a story that is told through all these mediums. Hvbits was born due to Tommie’s wish to create garments that tell a story, as well as Thea’s wish to create a world and a story to share with the world. Hvbits stands for “habits”, a meaningful word to the two creators, that fight with daily habits and try to imrpove their lives as they navigate young adulthood. It is a term meant for the exploration of mental disorders, life choices, and most of all, growing up. It is the the pure essence of the human form, both good and bad.

Hvbits is an inspired streetwear brand, that mixes storytelling via animated trailers, shorts and episodes with comic strips, an interactive website and of course, the garments. Conceptually, the brand is inspired by big brands such as OBEY and Stussy, as well as more underground brands like Derschutze and Maezen. Hvbits strives to create unique graphics, embroideries and overall high quality garments. To accompany the garments, the story, its world and characters bring an unique element to the brand. Hvbits is a project that wants to bring in the future a series of animated episodes, to promote a fantasy-like lifestyle, the garments being the personification of the said lifestyle. Two big NFT projects, Azuki and Chainjoku explored the concept of a brand infused with storyline, however the medium is different, therefore Hvbits is a unique combination of elements that bring to life a fantastical story about human habits, universe energies and most of all, self discovery and human connections.

Hvbits will also become a studio, for which the animated episodes and comic strips will be created, as the clothing brand itself uses the profits for funding these projects.

My role

As the character designer of the project, I was responsible for creating most of the concept art related to the characters under the direction and Guidance of Thea. My vision is very much reflected into the character designs as I have had a lot of creative freedom in designing these characters.

LUNA

Luna is the main character of the Old District. Her darker blue hair, reminiscent of the night sky, symbolizes the mystery, intuition, and inspiration that define her character. The deep blue also suggests a sense of inner peace, contrasting with the underlying themes of sadness and depression often associated with the colour (“the blues”). This duality reflects Luna’s complex emotional state, mar-ked by moments of serenity and introspection as well as periods of melancholy.

Her front hair strands, a bright pink, represent her changing persona and deep desire for freedom. The name Luna, derived from the Latin word lūna meaning “moon,” accentuates her deep connection to the night and darkness. In Ro-man mythology, Luna was the divine personification of the Moon, embodying its beauty, mystery, and cyclical nature. This mythological connection highlights Luna’s role as a personification of these qualities.

Character Description

Luna is introspective and intuitive, often guided by her strong sense of inner knowing and emotional depth. Her connection to the night and the moon symbolizes her affinity for solitude and contemplation, where she finds inspiration and a sense of peace. However, this connection also brings forth the shadows of her psy-che, leading her to confront her feelings of sadness and isolation. Luna’s journey is one of self-discovery and liberation. She seeks to balance her darker emotions with her desire for freedom and self-expression.

Design Process

At the project's outset, we brainstormed the kind of characters we wanted to create, their personalities, and the narratives they would embody. Our protagonist, Luna, was particularly important as we aimed to craft a character who would set a positive example. In analyzing female leads across various media, especially anime—which heavily influenced our project—we identified a recurring issue of poor representation and objectifying stereotypes. We were determined to avoid these pitfalls with Luna, instead, opting to create a character with complexity and flaws, someone relatable and not merely an object of male gaze.

My personal interest in the representation of female characters led me to research these stereotypes and their impact on young female audiences. This research informed my approach to character design, guiding me to avoid these mistakes and create more nuanced characters. I conducted visual research on body types, starting with typical shonen anime figures, analyzing and deciding which elements to retain or discard. From there, I experimented with more realistic and diverse body types, moving away from the often exaggerated and unrealistic proportions seen in anime.

Fist turnaround tests

Luna’s character embodies qualities like headstrong independence, intelligence, and a kind heart hidden beneath a tough exterior. Her character arc allows her to grow and become more trusting as the story progresses. Each character's design, including colour palettes, was carefully chosen to reflect their personalities and roles within the narrative.

First concept explorations

Attempting to translate personality into design through clothing and hairstyles

When considering Luna’s clothing design, I had to keep in mind where she comes from within the world, and what cultural and historical influences are attached to that world. The Old District, which is where Lune is originally from, Is inspired by Romania and it’s culture, with a little twist in narrative where domesticated giant cats flood the streets of the old district and are the main source of transportation within this district but are also loving companions and pets of the people.

With this in mind I made some concept sketches of possible clothing designs for Luna inspired by Romanian clothing and culture, as well as some fun cat themed designs to express her love for her cat Milo.

These designs were rejected by the art director because as she later explained, she believes that the designs blend seamlessly with the world and its various districts, creating a cohesive atmosphere. However, she would prefer for the main characters to stand out with a streetwear or urban-inspired style. This choice reflects their aspiration to reach Neo District, a city akin to New York, and they dress in a way that allows them to "belong" in that particular district.

new designs based on feedback

Fist iterations of the final design

Somewhere down the line our project hit a pause in production as the co-directors where struggling to find common ground in their vision of the project. During this time the art director made the decision to rebrand and change the designs of the characters including the initial art-style. She decided to go with a more realistic approach in the art-style and change the whole look of the characters in terms of both outfit and hairstyle designs.

turnaround v2 - new design & art-style

New outfit designs

final design and turnaround (luna)

final Expression sheet (luna)

The way I see Luna, she seems like a sassy, bossy and expressive person who is used to getting her way. While making the expression sheet for Luna, I tried to not stick to the basic expressions too much and really show her personality through the expressions instead.

Thomas

Thomas is the main character of Tulip Valley. Thomas is a free-spirited individual who embraces life with an open heart and mind. His supportive nature makes him a pillar of strength for those around him, always ready to lend a helping hand or offer words of encouragement. He deeply values the principles of libertarianism prevalent in Tulip Valley, advocating for personal freedom and equality. These values resonate with his desire to forge his own path and live authentically. His natural, green-coloured hair resembles the lushness of nature and evokes a sense of a clean, peaceful environment. This distinctive feature not only sets him apart visually but also symbolises his connection to growth, peace, and harmony. The light green hue of his hair often associated with new beginnings, reflects his optimistic outlook and his constant drive to create positive change in his surroundings.

The name Thomas, derived from the Latin Thōmās meaning twin, is emblematic of the future strong relationships he is destined to build. Despite feeling alone in the world and experiencing a profound sense of not belonging, he holds a deep-seated hope for meaningful connections. This longing for companionship drives his interest in creating robot companions, blending his love for technology with his quest for emotional bonds. These robotic creations are more than just inventions; they are a manifestation of his desire to overcome loneliness and build a community where he feels at home.