NEW VIBE
THEME
Don’t design for the brand. Design for the people
interacting with the brand.
INTRODUCTION
At the curious age of 16, my favourite outfit was a NASA sweatshirt, procured
from street thrift shopping amidst a pile of seemingly well maintained
second hand clothes. I wore it once a week, Sunday best, and I would have
worn it more if it weren’t for the unwritten rules of preserving the appeal. I
couldn’t tell you why it was my favourite given how simple it was, plain white
with a NASA logo and minimal text below it. Likely, I was trying to be nerdy,
although after the 10th time someone jokes about where your spaceship is,
you’re kind of asking for it.
It wasn’t because I loved the brand, nor did I know much about rockets or
space other than the scary myths I held about aliens, but this outfit was a little
more stealth, a little more simple and rare). I could have gone with a more
colourful outfit like star wars or something else but this one spoke to me.
Fast forward 9 years, and you can’t help but notice that nearly every day
brings news of a designer or retailer releasing a limited edition collection of
branded gear from the likes of Taco Bell or Cheetos . McDonald’s partnered
with Uber Eats to give away some of their own branded merch like fry socks
and golden arched onesies. If you had told my younger self that someone
would wear a KFC bucket hat without a hint of irony because they loved the
brand, I would have said, sure, and pot will get legalized someday I would
have assumed you were losing it.
BRIEF
Create merch designs that are good enough to
create dialogue with fans. Engage them in new,
bold and innovative ways in order to learn more
about who they are, what they dig and even
things they don’t like, which in turn helps us
serve up what we do every day in a distinctive,
more thoughtful way. Also, life is short and
flooks is awesome, so why not have some fun?
Create merch designs that are good enough to
create dialogue with fans. Engage them in new,
bold and innovative ways in order to learn more
about who they are, what they dig and even
things they don’t like, which in turn helps us
serve up what we do every day in a distinctive,
more thoughtful way. Also, life is short and
flooks is awesome, so why not have some fun?
CREATIVE DIRECTION
We’re all finding our tribe out in the world without saying a
single word, and any and all things brands included help us
find that connection and self expression.
Deep down, we all want to succeed in some way. We express
that in many different ways from our social media posts, how we
dress, what we talk about, what we do and ultimately how we
present ourselves to others. This, at the moment is expressed by
the term ‘kuomoka’ which simply means to succeed. Taking all
this information and converting it into a theme, vibe or
expression with our merchandise is how we ultimately connect
with our clients. That feeling of ‘this brand represents the very
things I stand for’ without them even realising that’s why the
merch appeals so much to them is what I am trying to create.
We’re all finding our tribe out in the world without saying a
single word, and any and all things brands included help us
find that connection and self expression.
Deep down, we all want to succeed in some way. We express
that in many different ways from our social media posts, how we
dress, what we talk about, what we do and ultimately how we
present ourselves to others. This, at the moment is expressed by
the term ‘kuomoka’ which simply means to succeed. Taking all
this information and converting it into a theme, vibe or
expression with our merchandise is how we ultimately connect
with our clients. That feeling of ‘this brand represents the very
things I stand for’ without them even realising that’s why the
merch appeals so much to them is what I am trying to create.
ARTWORKS
