The brief was to come up with the concept, name, products and campaign for an urban wear brand. I have named it Skagga (nuisance in Slovenian) and based brand essence on playing withits synonyms ...

Skagga

Looking into existing urban wear market. I started off by defining these brands as my competitors.

Graffiti, stencils, overlays. Highly influenced by hip hop culture and street art styles.

competitor review dominant graphic styles in urban wear

Almost every urban wear brand has its own camouflage pattern.

Current trend in urban wear is using sharp geometric objects, mainly triangular. Also halftone patterns and textures.

Urban wear brands usually stem out of a certain subculture such as skateboarding or surfing. This directed my thinking into considering urban wear brand as some kind of an urban tribe. I started exploring native tribal elements.

I’ve explored typographic styles used in urban wear, street art or relating to triangular shapes.

Urban environment is full of urban animals- pest.

Urban wear referring to urban environment. Here I explored the textures and materials I found on city streets. Concrete, iron, grime.

typography urban environment

My name generation method was reading through street style magazines such as Rugged and writing down all the words that could express the essence of my brand.

I went through the idea generation process using consider all factors, dominant idea, concept challenge and stepping stone method. numerous ideas were generated at this point.

name generation coming up with something new and fresh

I started defining my brand’s attitude which also helped me finalise name generation. The chosen name was “ZGAGA”= “nuisance” in Slovenian.

A blend of trash and sophistication. Contrast. Provocation. Subversion.

attitude brand essence

Confident individuals. Professionals with a different side to them. Rebellious. Provocative.

Skagga is always out and about causing trouble hence the reportage style of photography. Vice magazine style photography is a good reference.

target audience photography style

night time

Defining my target audience.

She is a confident and satisfied woman. At work she has to behave/ dress professionally but there is another side of her that loves to let go in her free time, not caring what other people think of her behaviour. She is very sociable and she has friends that have similar views on life like her. She is bold and sharp when necessary but nice on first encounter. She has strong views on world issues - she is a bit rebellious and anarchic. She likes to experience new things so likes to travel and change places. You would find her in a weird pub in East London rather than the City. She lives in a studio flat in an old brick building on a canal in Hoxton and its interior design is a perfect reflection of her, eclectic and contrasting, a blend of trash and sophistication.

dinnerware

bed

poster

sofa

story about her

SKAGGA/ SKAGGA/

Skagga/Skagga/skagga/

skagga/ Skagga. Skagga. Skagga.

SKAGGA.Skagga.Skagga. Skagga.(negative stimulus)

skagga(nuisance)

Starting with logo experiments. Choosing the typeface that would reflect the essence of my brand. Note: the name was accidentally misspelt - embracing this mistake making it part of the “being a nuisance” brand essence.

I’ve gathered a lot of visual inspiration during the process but have at this point narrowed it down to a few essential styles

design application inspiration

Spray painted pest stencils on streets- brand name is not written. A bit of mystery on who is spray painting these.

I’ve used stencils and street art as they are directly connected to urban wear. A good example of a street artist that later started his clothing line is OBEY.

pest stencils for swing tagsbrand promotion

The outcomes - I’ve screen printed a pest infested wallpaper, designed stencil swing tags and laser cut garment labels

design application