CLOTHING LINE ILLUSTRATED TEE SERIES
Concept: To produce a series of illustrations that can be applied across a range of branded tees which could be screen printed and distributed online. The products have to be contemporary and echoe a kid robot product approach. Audience: clothing & custom aparel stores - e.g HIP / customers interested in skating, vinyl figures, youth culture, characters. Tone: Young, fresh, ‘aquired taste’, contemporary, persuade.
Jonny Packham | OUGD303 FMP | www.jonnypackham.co.uk
PRODUCT (01) The initial products were produced using 5 to 9 colours. There was an emphasis on detail. The aim was to produce illustrations that are both disturbing and attractive in an effort to engage the viewer in a dialogue and actually make the products desirable.
Jonny Packham | OUGD303 FMP | www.jonnypackham.co.uk
PRODUCT (02) 10 colour illustration produced with a background. The whole image is editable as it is a vector file. All illustrations for this range were produced in this way to make them versatile in the way they can be applied to ranges.
1o colour illustration depicts a veiny character who has lost a tooth. Eye meltingly painful! The smooth jelly style lines help to make the image look contemporary and was a method which could be used to easily produce a range of imagery.
Jonny Packham | OUGD303 FMP | www.jonnypackham.co.uk
APPLICATION (01) For the initial series of shirts, the ilustrations were applied in their original form across a series of white t shirts, each with a branded tag in the bottom right corner of the shirt. The shirts achieve a quality streetwear look, that is similar to the aparel produced at kid robot.
Jonny Packham | OUGD303 FMP | www.jonnypackham.co.uk
APPLICATION (02) Due to time constraints, the sample shirt was printed using heat transfers. This worked well because it meant colour was not a limitation. The shirts cost ÂŁ12 a unit to produce, and were intended to be sold at ÂŁ22.00 The detail picks up suprisingly well and the shirts are washable & ironable.
Jonny Packham | OUGD303 FMP | www.jonnypackham.co.uk
RANGE (01) 4 Selected tees had a range of 6 colourways applied to them, to add weight and choice to the clothing line series. The range varies from 4 colour to 2 colour shirts.
Jonny Packham | OUGD303 FMP | www.jonnypackham.co.uk
RANGE (02) Left: Alternate shirt colour and illustration colourway option Center: 2 colour alternate colouway. Right:Alternate 5 colour te option.
Jonny Packham | OUGD303 FMP | www.jonnypackham.co.uk
PROMOTION A look book was developed to send to clothing companies. The aim of the book is to persuade targeted companies like HIP and Chimp to stock parts of the range of the independant supplier, in store as consession.
Left: cover of the promo mailer. Right: content pages show the rane of 12 shirts, the colours used for printing, the size, price and a short description. Also, selected tees throughout the publication have an enlarged image of the print.
Jonny Packham | OUGD303 FMP | www.jonnypackham.co.uk
PACKAGING For mailing, the shirts will arrive in a plastic wrap with a head band, which has inside it, the product, compliment slip and postcard. This pack was designed to fit in a brown paper parcel envelope.
Left: Small tee packaged. Right: The back of the packaging has a complement slip attached, with the product inside, along with a branded postcard showing another image from the series, in an effort to keep customers interested in what is going on with the products in terms of visuals.
Jonny Packham | OUGD303 FMP | www.jonnypackham.co.uk
DISTRIBUTION The distribution method for these tees would be online in a big cartel liinked to an online prescence. The shirts would first be listed in their set together, and then can be clicked to view a description and colour / size choices. Each shirt sells for ÂŁ22.00 costing around ÂŁ12.50 each to produce.
Jonny Packham | OUGD303 FMP | www.jonnypackham.co.uk
DISTRIBUTION Once a tee has been selected, the viewer is first presented with the original colourway against a wood floor. The viewer then can choose from a selection of 6 colourways for 4 selected shirts. Each image on the site can be blown up to view at a larger scale.
Top left: shirt choice after selection. Bottom left: Enlarged product shot. Right: alternate colourway choice enlarged.