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Revivre // Apparel


“it’s all about being unique, at least for a while.the world we live in is uncertain, and things are constantly changing. we all want to be a part of something, something that matches the advanced stage of selfrealisation we have reached, not a small brick in the wall of mass-production. we are all on stage and want to be part of the show, preferable the director. old rules no longer exist. we want products that speak to our feelings and senses. we want inner beauty that reflects on the outside. we don’t want more of the same. transform and then transform again. innovation. that’s the key.” Naja Conrad-Hansen


Explore. Play. Enjoy. Create

Revivre

apparel profiles its

// Brand identity // spring/summer collection 2012 // Limited edition T-shirts

Explore


Content Introduction

P. 1 - 4

Background

P. 5 - 12

Target Audience

P. 13 - 14

Texture & Materials

P. 15 - 16

Brand Colours

P. 17 - 18

Personality

P. 19

Lifestyle

P. 20

Brand Manifesto

P. 21

Fashion cycle

P. 22

Brand Personas

P. 23 - 42

Overview

P. 43 - 44

Limited edition

P. 47 - 52

Packaging

P. 53 - 56

Illustration

P. 57 - 80

Picknick branch

P. 81 - 82

brand new brand an insight

P. 83 - 88

“interview with Designer Emily martin�


Introduction revivre

(lat. back to life)

is a vintage & graphical brand, which recycles existing and new clothing items for innovative young male adults aged 15 to 24 years, who strive to express their personality. existing patterns and textile are reinvented into deconstructed design that shows excitement and playfulness by embracing simplicity and asymmetry. the brand believes that the deconstructed appearance of the clothing reflects on the permanent transformation of an individual and draws away from the flawlessness many brands desire.

“It is about wearing reality by defining ones own style�

Yohji Yamamoto

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this is coupled with alternative thinking and does not come by imitating the mainstream, but by defining ones own style that is much more personal in character, so Revivre believes.

but how do we define what is fashionable today anyway? does it have to be someone who follows the mainstream and walks hand-in-hand with big brands and their collections broadcasted on the internet, in flashy magazines or on tv? or is that fashionable someone or something, the one who decides to jump on the train heading against traffic to the imaginary world somewhere out there, where individual thinking is fighting it out against the public persona and all the hypes that surround it? Revivre again wonders: who then is fashionable ?

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Is it you with the latest gucci bag ?


Your nose stuck down in a flashy magazine ?

Or is it you out there somewhere with a style only dependent on your inner fantasies ?

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Background Clothing as a bodily adornment functions as a symbolic soul that holds ego and body together and constructs Identity. It remains a habitus, that can be influenced by lived and mediated experiences. the outter appearance hereby, implicates what a person wants to become through necessity of emotional and social situations. It forms an alter ego, which can be transformed by purchasing products that create the external Self. in this sense Fashion remains an object of desire.

“In its dread of facing the commitment to the objective element, it sought to preserve its identity; but, no longer anchored to fact, to the conditioned and definitive, it comes to be in danger of losing what it was seeking above all to safeguard. Losing the conditioned, it loses its identity; losing reality, it loses its possibility of exercising freedom of choice in the world� Laing (1990)

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Considering Laings quote and the identity creation through the medium of clothing, revivre aims to create personal clothing that defines an individual. this in turn should have a meaningful entity, which can enhance life experience and give a feeling of authenticity.

“Personal style Never Goes out of fashion�

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Inspired by the Grimms stories, revivre further reflects on the freudian psychological interpretation of the human psychic apparatus and combines these within a context of fashion.

I E SE

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Id, Primal Desire, Basic Nature Your wild child

Ego, Reason and Self Control Your practical, “grown up� self

Superego your philosophical and spiritual ideals


Different patterns are carefully selected to present each state of mind, which should contribute to the fashion construction whilst these are further strengthened with illustrative t-shirt designs to go more into depth in context of the red little riding hood story and its Psychological constellation. Organic Patterns were choosen to present the wild child within oneself reflecting on the Id character (1) The more structured patterns in form of triangles and rectangles reflect on the more self controlled character of the Ego (2) The check pattern on the other hand reflect on the superego who strive after perfection. (3)

Combining these different elements, it should form a whole that has not been experienced before. making use of multiple patterns, the brand engages with playfulness and irregularity, which should encourage spontanity and excitment within the outter identity of the wearer.

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(1)

(3)

(1)

(2)

(1)

(2)


(1)

(1)

(1)

(3)

(3)

(2)


(3)

(1)

(3)

(1)

(2)

(1)


Statistics revealed that 1.17 million tonnes of textiles enter the Uk waste stream each year, of which around 0.3 million tonnes (26%) is collected for reuse. Bartlett [Online]. revivre believes that clothing waste could be reduced by recreating existing clothing by forming them into something new that will suit the current human state of mind. alternatively this would contribute to a more eco-friendly solution and could create more awareness about the importance of going green to a younger audience.

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Target Audience Revivre fashion particular concentrates on menswear and targets the so called “Indie Scenesters”. they can be described as independent thinkers; who make decisions based on their own internal compass instead of going with outside voices. it’s more than what they wear and what bands they listen to; indie is a culture and a way of thinking. within these different tribal alliances different groups can be identified such as the “Young Alts, Geeks, Townies, Trendies, Craft Kids and Hipsters”.

DNA Crowd explains that the main leading edge tribe, is fairly grown up and aware of wider cultural influences. Hipsters and Geeks in particular are innovators who thrive to be different whereby they have a massive influence on popular culture. Ahead of the latest music, media and fashion, they can become quiet unpredictable.

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Brick Lane, Melting Pot

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Texture & Materials revivre shows a hip, contemporary approach with a hint of world integrity by mixing and matching patterns that reflect on different cultures. texture combines various fabrics from old and new clothing to create simple but functional and creative clothing. This remains customised to suit each individual needs and contributes to the uniqueness of the brand identity.

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Revivre clothing is made of cotton and polyester, whilst jumpers consist of wool to give a warmer feeling.

It is better to hand wash your woolen products. Shampoos can be used to wash such garments. Use a good shampoo not one containing "crème rinse".

16


Brand Colours Revivre clothing engages with earthy tones that give contrast to the playfulness of the pattern and create an harmonic, exciting but laid back Personality.

Primary identity colours include red and green which stands for increased enthusiasm and interest, energy, action and confidence to go after your dreams, which is closley linked to revivres brand philosophy.

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Put some blue in your life when you want: - calm and relaxation to counteract chaos - to open the flow of communication - to broaden your perspective in learning new information Put some Orange/Brown in your life when you want: - increased personal power - relaxation and enjoyment of life - to increase creativity - relief from things becoming too serious

Put some green in your life when you want: - a new state of balance - feel a need for change or growth - freedom to pursue new ideas - protection from fears and anxieties connected with the demands of others

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Personality when describing revivre in terms of personality, the brand can be described as unconventional, impulsive, spontaneous, witty,quirky, confident, playful, edgy, adventourous,style conscious, ironic, laid back but lively, actively curious, adaptable and youthful.

“It is the mix and match of old and new, which focuses on self expression that is sincere and playful in nature. This can combine a mixture of Eurotrash, Asian Minimalism and a off –cut of blue collar chic from across the Atlantic; everything is possible.”

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Lifestyle Revivres Brand Slogan:

“Be Brave and reveal your inner Self � reflects on the permanent state of exploring the world in all its facade. This should encourage to travel to new places,to go after dreams, develope new talents, be open towards new cultures, and to define oneself in a non-conform way, but sincere manner, whether in regards to fashion or personal attitude. This could includes trying out a new sport.

Learning a new instrument.

Widen the horizone through educational studies. Etc.

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Fashion Cycle Innovation comes from the act of introducing something new.

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Brand Persona I the innovator. reveals a casual outlook with funky design patterns. he is active and loves to travel and engages with all kind of sports.

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confy skater chinos and jumper are combined with an organic, psychadelic pattern.


smart casual shirt with check pattern combined with khaki cargo shorts.


furred hooded navy duffle Jacket.


Varsity jacket with chinos mixed with 80s kept party pattern.


Brand Persona II the premium. reveals a smart casual outlook and enjoys wearing patterned jumpers. he loves the arts and likes going to museums and concerts.

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smart casual shirt in combination with check pattern are worn with skinny chinos and suited socks.


De Stijl patterned jumper


aztec patterned jumper with hat.


smart shirt with organic flowered pattern.


Brand Persona III the adventourer. Reveals the alternative choice reflecting on a vintage sporty outlook with an edgy worn out appearance. similiar to persona I, he is active and loves to experiment with extreme sports, loves partying and is up for everything new and exciting.

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asymmetric check patterned jeans jacket.


confy skater chinos and jumper are combined with an organic, psychadelic pattern.


Brand Persona IV the classic. reveals a smart casual outlook and enjoys wearing patterned jumpers. similiar to persona II, he loves the arts and music whilst he appears rather grown up always with a touch of playfulness.

40


asymmetric check patterned jeans jacket with complimenting playful glasses.


aztec patterned jumper in combination with checked patterned jacket.


Brand Overview Revivre Brand Proposition: The Brand offers innovative conscious clothing to a young a male audience, which are transformed to express ones Identity in a playful manner and with it creates intimacy through authentic use. Functional Benefits: Revivre aims to be sustainable by recycling new and old clothing together. This reveals a hand made character that is much more personalised compared to other brand products. Emotional Benefits: Unique clothing will enhance confidence of the wearer and express the invididual side of own outter Identity. Self-Expressive Benefits: Strong personality is shown through the use of patterns in combination of the asymmetric cut.

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basis for Relationship: Viewing the Brand as Persona, it is confident, sincere, ironic and enjoys expressing its individuality through style. The brand loves any sort of creativity and wit. Multiple Identities reflect on a range of personas such as “the Innovator”, “The Premium”, “The Adventourer” and the “The Classic” .

Campaign: “Unleash the Wolf ” - 2012 Presents the creation of unconventional graphical prints engaging with well known nostalgic references of the 80s and the Grimms Story of Little Red Riding Hood.

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It is only You, who can define yourself. only You, that can make the impossible possible.

Life is too short to hold on to misfortune. Let nothing get in your way, especially the act of conformism.

Let your inner desire flourish and never let go of your dreams, this is your key to success.


personal style never goes out of fashion

“Be Brave, reveal your inner Self�


Revivre introduces its unleash the wolf campaign in 2012,

This includes 12x illustrative t-shirt designs inspired by the unfullfilled desire of the wolf presented in the little red riding hood story. this further reflects on the id character of the brand.

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imagery is kept in an 80s visual aesthetic that aims to evoke memories of the popular culture experienced in the past. whereby films and music of the 80s are recycled and combined with the red little riding hood story forming a new experience within the context of fashion.


revivre does not just want to underline its brands essence of being a free spirit, but expresses its fun-loving values to its youthful male audience. The unleash the wolf campaign hereby aims to arous the will to express new talents and should encourage the audience to be brave enough to fullfill their inner dreams and desire by balancing the id, ego and super-ego.

“Unleash the Wolf� IMG_8404.CR2

50


London eye under the south park center Skatepark, Theo reveals his hunger for skating.


Southbank may seem like a tourist festival, but the little stretch between the National Theater and the Embankment footbridge is actually a quirky spot.The cave-like underside of the Southbank Center has been transformed into a skate park whose walls are layered with spectacular graffiti. Massive tags, geometric abstracts, and socially conscious murals come together to create an authorless masterpiece. the skateboarding community that has grown up around the undercroft has brought together people from various backgrounds, created a vibrant public space and added real value to the lives of many young people, which has a positive impact on society.

Skating at southbank is like skating no-where else. There is a strong sense of community and belonging where everyone feels welcome. Whether you’re a sponsored superstar, or have just stepped on a skateboard for the first time, its the best place to be. The vibe is immense...

whether you want to live your artistic or sporty aptitude, just try something new.

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Packaging revire packaged all its t-shirts in a hand made 580ml jar that should underline the brands caring nature to the audience. The almost eatable jar hereby reflects on the wolfs nature to eat everything sweet and innocent, whilst ingriedents reflect on the attributes someone should get once wearing the t-shirt. this aims to encourage to an optimistic attitude towards the product and visually appeals on an ironic level. Once the consumer opens the jar, the wolf will be revealed whilst the wearer should become encouraged to reveal his inner self by living own desire in a non-destructive way.

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Jars are indicated with different pattern designs whilst the label will inform more about personality traits that are linked with the illustration on a psychological level.

Label

Pattern Indication

Displayed Logo

Size inside Label

Info Text


Task:

Pick the image you most feel drawn too, and identify the Pattern. This will discover your inner Desire, which will transform Pick the image you most feel dr your personality when wearing the identify the Pattern. This will “Just Eat it” T-shirt. your inner Desire, which will t your personality when wearing t Simply look on the tag of the jar for more information Page: 55-78 “Just Eat it” T-shirt. or take a look at the booklet. Mr. Naughty

Simply look on the tag of the jar for or take a look at the booklet.

Action Hero Revolutionist Mack Daddy Chill Pilled Mommies Favourite Brainiac

Mr. Naughty Action Hero Revolutionist Mack Daddy Chill Pilled Mommies Favourite Brainiac

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Born to be Wild Imagery reflects on a trendy dressed, but caring Wolf. he acts out as a protector by carrying for his best buddy Little Red cap. This should give introduction to the Limited edition, whilst the 80’s Quote should underline the characteristic of the id and should encourage the audience to reveal their playful nature. The Pretzel should be an additional ironic detail, that will contribute to the witty nature of the illustration.

If you like this Illustration the best, you can be described as the following:

Chill Pilled

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“You are an easygoing persona, who less worries about things. you have positive attitude towards life. But sometimes you need to learn to use your time more wisely.”


Live Fast, Die Never In this image the wolf relives his inner desire to skate. this is closely linked to brand persona III, who loves the extreme sport and is always up for a challenge. Reference was taken from Jay Adams, a famous skater from the 80’s mostly known throughout his Dogtown Chronicles and Z-Boys Movie. The quote should encourage to live life the fullest.

If you like this Illustration the best, you can be described as the following:

Action Hero

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“you become easily bored. without fear you strive to enhance new talents, which makes you a creative and unconventional persona.


I’ll Be Back This image inspired by the Terminator theme Reveals the wolfs inner aggressive side by being half robotic and half animalistic. This reflects on the desire to experience action. The quote further implicates the will to never give up on achieving a task and should ironically encourage the audience to live their wild side.

If you like this Illustration the best, you can be described as the following:

Mr. Naughty

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“Always on the go, you like to stand out from the crowd and explore the unknown, whilst sometimes you tend to go over your limits.�


There is no one quiet like Grandmom Relating more to the Red Cap Story and the hand made clothing, the imagery shows the caring nature between the grandmom and the wolf. Hereby the wolf becomes spoiled and should reflect on the relationship of the brand revivre with its customers. The quote is referenced from the St. Winifrieds School choir during the 80’s and should bring us back into time.

If you like this Illustration the best, you can be described as the following:

Mommies Favourite

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“You know your limits and can adapt easily to situation that might be beneficial to you in future. You take opportunities on board, which might lead you to success.”


Loving the smell of Revolution Emphasising on the love for action and adventure, this image plays around with the A-team theme. Hereby the Grandmom tries to prevent the wolf from playing and exploring his nature, whilst the quote should underline the fact, that something forbidden is truely more exciting. Whilst this reflect on the id character within the brand. Overall it should engage the audience to try something new.

If you like this Illustration the best, you can be described as the following:

Braniac

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“You spend a lot of time to develope your skills, which is coppled with a great sense of passion for things that have not been discovered enough. others can learn from you.�


Donating Dog Fleas This imagery reflects on the movie “Down and out of Beverly Hills” and emphasis on the tramp character Jerry within the movie. hereby the wolf tries to earn money by donating dof fleas, whilst this underlines the fact that my audience is brave enough to get themselves dirty to achieve what they want in a smart and unconventional way.

If you like this Illustration the best, you can be described as the following:

Mr. Naughty

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“Always on the go, you like to stand out from the crowd and explore the unknown, whilst sometimes you tend to go over your limits.”


Back to Hollywood This imagery reflects on the movie “Et”. The wolf and little red cap in the basket reveal an adventourous nature by trying to be in the next top movie. this should indirectly underline the fact that we are all famous as an individual. whilst the quote emphasizes on the idea that we are back ready to show our abilities to the fullest.

If you like this Illustration the best, you can be described as the following:

Revolutionist

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“You love the spot light and feel the need to be different. you have a winner nature that believes in justice. you tend to speak your mind, others appreciate once they know you better.”


Where is the Beef ? This imagery reflects on the nature of the wolf to get what he really wants. The gas mask is simply an ironic reference that is linked within the story, that should keep the wolf from smelling the food the grandmom cooked. indirectly this should underline the smart character of the audience, to be able to adapt to different situations to achieve their goals. Where is the beef remains an idiom, which references the 80’s wendy commercial in a playful way.

If you like this Illustration the best, you can be described as the following:

Mr. Naughty

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“Always on the go, you like to stand out from the crowd and explore the unknown, whilst sometimes you tend to go over your limits.�


Drop the Zero This imagery reflects on the movie “Cool as Ice”. the wolf hereby, tries to get the girls attention by stating ” Drop the Zero, go with the Hero”. This implicates the nature that, a girl should only go out with only the coolest and most fashionable, but indirectly implies morality that just having fun, does not bring us further, symbolised through the dropped Wine.

If you like this Illustration the best, you can be described as the following:

Mack Daddy

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“always looking out for the best, there is nothing that can stop you to get what you really want. your great charm and coolness makes you fun to be around with.”


Don’t send me to the Slammer Inspired by the Knight Rider Movie, the imagery plays around with the theme of technology and shows the problematic of waste within our society. Hereby consumers constantly strive for newer products whilst we get rid of old things that potentially could become recycled. This should make us aware of our ability to shape a better world.

If you like this Illustration the best, you can be described as the following:

Chill Pilled

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“You are an easygoing persona, who less worries about things. you have positive attitude towards life. But sometimes you need to learn to use your time more wisely.”


Girls just want to have Fun Reflecting on the song by Cindy lauper, the imagery plays with the idea in a more ironic and witty way. Hereby the wolf pays more attention to his game boy whilst this should make us aware that especially the younger generation is spending most of their time on computer related devices and more neglect interpersonal relations outside the virtual world.

If you like this Illustration the best, you can be described as the following:

Action Hero

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“you become easily bored. without fear you strive to enhance new talents, which makes you a creative and unconventional persona.


This is my dance space reflecting on the movie of “Dirty Dancing” The wolf presents the cool, skillful figure of Johnny, who is in control of the dance. the quote reflects on the id character and encourages the people to speak up their minds if something will hinder them to pursue their goals.

If you like this Illustration the best, you can be described as the following:

Revolutionist

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“You love the spot light and feel the need to be different. you have a winner nature that believes in justice. you tend to speak your mind, others appreciate once they know you better.”


Picknick Branch

Revivre showcases its complete Package. Hereby the term implicates the verbs “Pick n Knick” and demonstrates the id character within the limited edition. The package thereby showcases all the items that can fulfill the audience desire and ironically engages with the theme of fullfilling one’s hunger by consuming the revivre products.

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Interview with Designer Emily Martin “Brand New Brand” - An insight

Why did you decide to create Revivre ? The clothing label is a response of my final major project proposal, which aimed to engage a nostalgic subculture of the Indie-scensters. Primary Question hereby focused on the creation of a clothing label that is differential from the norm and which can be sold especially to a retro influenced male target audience aged 15-25. How did you come up with your design idea ? Acknowledging my audience to be Generation Y (born onwards from 1980 – 99), it is the popular culture of the 80s that influenced this generation the most. As a result movies, music and even the fashion worn by the parents and peers during this decade, formed overall memory of their childhood.

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This in turn contributed to the fact, that items and general stylistic devices are relived to substitute the longing of their past experienced in the now. To build upon this trend awareness, I came up with an overall theme for the brand that in practice will recycle existing 80s and 90s textile with contemporary clothing items and will play with the popular culture experienced within a more illustrative t-shirt design collection. What inspired you to create T-shirt Illustrations engaging with the Red Riding Hood story? To think outside the box, and to less focus on the nostalgic memories, I thought of my own childhood. Whilst coming from a German background, the Grimm stories were a popular medium for parents, to put their children to sleep and to teach them indirect morality. This I thought could be taken further conceptually, and initially could concentrate on the morality theme.

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By investigating different stories especially that of Hans in Luck and Little Red Cap, I analysed the stories after the Freudian psychological constellation of the Id, the Ego and the superego, this lead to the idea to create the whole brand concept around this idea. This would strengthen the concept behind the brand and could engage the audience within a brand story that has not been experienced before. Coming up with different ideas regarding the Little Red Cap stories that are either ironic or serious in nature, I have decided to keep the theme overly ironic, which will link closely to the playfulness within the fashion pattern designs. To come back to the idea of nostalgia, I thought merging the past 80s references within the story of the Little Red Cap could be quiet engaging. whilst the Brand concept based around the Wolf would twist the idea of morality into irony and simultaneously encourage the Freudian psychological idea of the Id into a positive outlet.

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How did you develop your Illustration visually ? For realization of illustrative Designs, I came up with collage visual mock ups that merge with 80s references. The collages on its own have visual deconstructive, colourful appeal Img1, Img2. Taken the collages further, I focused on a more digital graphical line art drawing with a chunky kept frame that shows at times more traditional banners or a more geometric formed technical banner, giving the contrast of old (traditional story) and new (reinterpreted story) Img3, Img4. What is the initial idea behind your “Fullfill your Desire” Promotion ? If we look at the story, the Mother of red cap (equally to the Brand) provides food (t-shirt Product in Jar), which Red cap should bring to her grandmom, whilst this reflects on a caring nature. The wolf in comparison who crosses Red Caps path, is longing to fullfill his hunger by wanting to eat her. Thereby Main title “Just eat it” should reflect on the impulsive nature of the wolf, but simultaneously on the consumer, who longs for identity creation through purchasing a product. Indirectly this would invite the audience, whereby the subliminal message will engage with the story in a humorous nature.

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Graphic Designer and Brand Owner Emily Martin www.milymartindesign.com All Rights Reserved. No part of this publication may be reproduced in any form without written permission from the publisher.

mily

Design

2012


Revivre 2012


Revivre