branding
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project / ad&c aw25’
year / 2025
a product design brand based around storytelling. an apparel & hard goods collection aimed at aw25’.
a collaborative project between chase travis, rónan keenan, orion hubbard, and amon watson.
a debut collection titled “reduce to highlight” explores the concept of movement & stillness. inspired by a fast-paced “on the go” lifestyle & its contrast to order & ritual. the collection was created in a way that tied all of our backgrounds and personal cultures together through design. thoughout the collection, you’ll find motifs that tie into japanese, german, & irish heritage. each of these details was carefully placed in order to bring more depth into what would be our senior thesis work.
each look is tied to a ritual, each ritual to a look. purposley connecting the two in order to better understand how we interact with product on a day-to-day level.
3 rituals
3 clothing looks
3 hard-good products
showcase gallery event
the first ritual is all about working. when we examined the first part of the day, the thing we always came back to was the idea of grab & go.
what would it look like to design clothing and hard-goods that allow the user to grab their stuff and leave quickly? we decided a common work/chore shirt + modular pegboard combo would fit well within the first ritual. the geometry and composition is a loose interpratation of japanese workwear with mending references as well as a standard graphic design grid style composition.
the second ritual is all about the difference between winding up/winding down. when we examined the middle portion of people’s days, we noticed a pattern in the way people tend to get move fast and release built up stress or energy, yet they often don’t get the energy out in a productive and ritualistic way. this leads us to the idea of movement & stillness.
in this ritual, the bomber jacket and bubble construction pants change when moving, allowing for new forms and sillouettes to be born through movement. on the contrary, the low bench acts as a chance to lower yourself and connect with your day. the yakisugi section features a shockchord visual divider that encourages users to drop their personal belongings into for a meditative–distraction free–interaction. this pair features a ton of references to all of our cultures. everything from the way they were sketched to the traditional methods of burning the wood, it’s details are what gives it a deep and rich story.
the third ritual can be best compared to the time of day where you may be headed back out. the bar, dinner with friends, even something as simple as taking your dog on a walk. humans dress up in these moments to show themselves. this leads us to the idea of showing.
the products shown are a trench coat with matching pants, as well as a set of plates based off of meagalithic rock carvings. this look was primarily based off of irish details, with physical braiding found in-between layers on the sleeves of the trench coat as well as the legs of the pants.