IDENTIFY AND DESCRIBE TARGET AUDIENCES
CREATE A LOGO THAT IDENTIFIES WITH AUDIENCE, MERCHANDISE AND PROJECTED LIFESTYLE BEING SOLD
With the idea of raw as an organic cotton jean company I wanted to give the company a more rough around the edges feel, reversing the "r" was a play on the word war, to identify with a target audience that is rebellious and anti-establishment. No peaceful revolution is complete without some sort of war, be it social, political or internal.
In advertisting for Raw I wanted to create a look that was mature, fun and edgy. Playing with hot and warm colours to create an image with more friction, but with a design that was comfortable to view and maintained eye contact.
As an illustrator as well as graphic designer I felt it would be more effective to reflect some of the punk rock feel of posters from the punk era. Using illustrated/silhouetted imagery and text to advertise for the jean. Advertising the lifestyle over the actual product, appealing to the consumer rather than the fit of the product.