Created in response to a concept brief. The project outline was to create fruit sticker inspired designs for a streetwear brand - taking cues from California skateboard culture and the Spanish origins of the fruit sticker. This project aimed to evoke some of the classic Americana vibes whilst also giving a subtle nod to the irreverent humour often found in skateboarding culture.

The decision to include watercolour illustrations of fruit was made due to the initial research conducted at the start of the project. Spanish fruit exporters commissioned wonderfully intricate designs for the stickers placed upon their fruit. This design choice is a tip of the hat to those artists while acknowledging the Hispanic influence of the region.

The ‘tongue in cheek’ taglines are a combination of the irreverent humour often found in skateboard culture and an effort to give reference to the imagery shown upon the sticker designs. Using the word ‘Concrete’ as a basis for the joke and adding a layer of subtle British sarcasm.

The choice of fonts was greatly influence by the general feeling that was trying to be evoked. The nature of the design warranted a primary and secondary font - One to be bold and impactful, the other more simplistic and complementing.

Relive is a playful, script font that takes cues from classic sign writing scripts - adding to that feeling of American nostalgia. By contrast, Franchise is much more modern and simple in form - Easily legible, it acts as an effective counterpart to Relive.