Chunks — Federico "Roho" Yniguez

LA-based designer. Exploring the ether at GLAAD, the world’s largest LGBTQ non-profit. Multifaceted, typographically-led, and world-building-centered.

CV

Chunks Junior Graphic Designer

BACK

Chunks is a fun, colorful hair accessory company that started in Tiffany Ju's basement in 2019 and has become a cult favorite leader in the category. The company is based in Seattle, WA, but proudly and responsibly made in Jinhua, China.

TEAM

Brand Director: Lupe Tanus Revilla

Product Designer: Shannon Hobbs

Social Media: Tasha Diaz

Design: Federico “Roho “ Yniguez

As a junior designer, I was tasked with maintaining, updating, and designing all design collateral for Chunks. As the brand’s first in-house designer, I led an initiative to redesign and standardize Chunks’ graphic offerings in collaboration with the rest of the team.

The brand’s product offering is heavily rooted in the late 90s to early 2000s aesthetic. With this in mind, I developed a branding system that refreshed the original brand into a malleable entity. The culminating system is rooted in the product journey, specifically stretching type, delicious gradients, and bold outlines to mimic the acetate “chunks” used in production.

A summary of the full (2022-2024) Chunks world - a brand system designed to be delicious and malleable

Collages of digital ads developed to promote the Chunks product line

Select packaging pieces for Chunks, including tin covers and pack cards. All packaging projects for Chunks were done with a huge emphasis on “play”

Select email graphics for Chunks

Various examples of social collateral created for Instagram