Background

Launched in the UK and US in 2023 TikTok Shop is TikTok’s integrated shopping service. Providing an immersive shopping experience without leaving the app. Sellers can sell directly to the consumer via LIVE shopping events, short videos and their own in-app stores.

Challenge

There was a lack of consistency in previous motion assets. Each market was using their own set of design guidelines, causing a disconnect between the brand and user.

In order to achieve a better connection with existing user base and build trust with potential customers we needed to utilise TikTok’s core brand properties and base motion language to create a consistent brand world that was led by motion.

At the centre of it all, the shopping bag.

Solution

Focusing on the swing of a shopping bag when walking, I experimented with different ways a bag can move. Which can reflect the personality of the shopper. Adding this to the core TikTok ‘on the beat’ motion language to build a set of B2B and B2C assets to build equity in the TikTok Shop Brand.

Below are examples of my research and how it translated into live assets.