PUMA: VARSITY
Graphic Design: Accessories
I was tasked with creating an all-over print and three graphic patches for the theme New Varsity. I began by defining what New Varsity means today, distinguishing between traditional elements worth keeping and those that needed a contemporary update. From there, I developed a color palette and print system. The final designs were applied to hats and bagpacks
OLD VARSITY carried a strong sense of community, belonging, and team spirit but was often associated with 'jock' culture, reinforcing a hyper-masculine image and lacking inclusivity.
NEW VARSITY retains the camaraderie and sportsmanship of traditional varsity while broadening its scope to be more inclusive. It shifts the focus from a single sport to the overall spirit of sportsmanship, making it more open and adaptable.
The overarching category is the style-conscious consumer who is trend-driven, appreciates the blend of sports and streetwear fashion, and values brand recognition. Within this category, there are two distinct subcategories;
TREND ADOPTERS (top): These consumers prefer to follow trends rather than create them. They enjoy pairing sports-inspired outfits with other trendy non-sports items.
TREND PIONEERS (bottom): These consumers are ahead of the trend curve. They embrace a key trend in streetwear, which is the juxtaposition of items that don't traditionally fit together.
The products created aim to target both these subcategories.
THEME OVERVIEW:
The New Varsity concept revitalises the traditional Varsity style by integrating inclusivity and versatility. It breaks away from the constraints of being tied to a specific sport, fostering a collective identity that celebrates individual passions and purposes.
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PRINT TECHNIQUE CONSIDERATIONS:
Digital printing for clean, uniform prints, suitable for large-scale production
DESIGN CONSIDERATIONS:
Utilising classic colours and familiar graphic language with contemporary details. Using slogans that are not specific to a single sport, focusing on the overall idea of achievement and purpose, creating inclusivity.
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MATERIAL CONSIDERATIONS:
Weatherproof: Inclusivity extended to 'weatherproof' functionality. Suitable for unpredictable urban climates, and outdoor activities.
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Stripes and lines are key in traditional Varsity prints. The goal was to create a geometric AOP that still sits with the visual language of varsity. Diagrammatic representations and strategy maps of Basketball inspired the final print. Structured shapes were deconstructed to create the final AOP.
