Apparel Design
For this project, our directive was to choose a company with the potential for significant improvement in its graphic tee designs. I opted to focus on the brand Penguin, renowned for its diverse product range and a modern approach to iconic American sportswear. The brand's distinctive slogan, "Made for originals, by originals," encapsulates its commitment to uniqueness, creativity, and eccentricity in design.
Currently catering exclusively to a male audience, Penguin presented an opportunity to expand its offerings. I embarked on creating a collection of shirts designed specifically for women, aligning with the existing style ethos of the brand. To represent this new segment and embody the target audience, I conceptualized an archetypal 'Penguin Girl.' This character was envisioned as a resident of Santa Monica and exuded a tomboyish nature with a subtle touch of femininity.
The graphic elements of the collection comprised a blend of celestial, black and white, and floral vector designs, as well as captivating photo collages. This strategic expansion aimed to not only enhance the brand's appeal but also diversify its customer base by tapping into the women's fashion market.
