This illustration was created as an entry for a design contest hosted by Puma Women’s and was selected as the winner of the competition. The illustration promotes the Puma California Fashion sneaker and positions it as a streetwear style, expanding Puma’s primarily athletic brand reputation. The outfit and styling of the figure, the flora and fauna pattern in the background and the pastel color palette were chosen to enhance the sense of femininity in the design, while the facial expression of the figure was intended to evoke a sense of fierceness and determination; all of which comes together to align with brand message of female empowerment.
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