SHORT INFO ABOUT THE PROJECT
During this project, I've been working with branding for a clothing line and designing textile prints. I named my clothing brand "Around the Fire" (ATF). ATF is a project where my focus has been not only on textile prints but conceptualizing a brand beyond mere clothing. This initial phase marks the beginning of building the brand, or as I like to think of it, the kindling that lays the foundation for the fire.
AROUND THE FIRE
ATF It's a testament to my love for nature where the outdoors was a big inspiration. Through thoughtful print designs, I aimed to ignite a connection with the environment and foster awareness about the pressing issue of climate change. Just as fire has been a crucial part of survival throughout human history, I envision ATF as a symbol of essential, everyday wear. ATF advocates for sustainably produced clothing of high quality, aiming to change the "fast fashion" culture we currently live in. The goal is to preserve the planet, the place we call home. ATF is a brand focusing on sustainability and promotes a lifestyle of adventure and exploration for everyone, not just those already engaged in it.
Fire makes us human. Fire brings people together by creating a warm space that encourages conversation, storytelling, and a sense of friendship. The ambiance of a campfire fosters a relaxed and inviting atmosphere, beyond cultural and social boundaries, and symbolizes togetherness and community. My goal is to unite people, encouraging them to step into nature more frequently. To gather individuals around one big fire. Around the Fire is not just a clothing brand, it's a movement, a lifestyle that celebrates the great outdoors as more than a destination, it's a way of life.
PROCCES
CONCEPT CREATION
Mind maps were created to explore potential names, values, and purposes for a clothing brand. With an interest in the outdoors, I decided to focus on outdoor apparel. In this niche market, the goal was to design clothing that could be used by those interested in outdoor activities and also attract interest from those who were not previously interested. After consideration, the name "Around the Fire" was chosen, connecting to the brand's purpose and values.
LOGO
First, research was conducted on logos and visual languages of other outdoor clothing brands, as well as how others had illustrated fire and campfires. The work involved sketching various concepts, both digitally and analogously. After consideration, a logo was chosen. When selecting a font for the name, Atrament and Mendl were primarily considered. Mendl was chosen for its reminder of the runic script and Nordic feel. The goal was for both the logo and the name to function independently.
CLOTHING PRINTS
I began sketching thoughts and ideas on paper. I combined digital and analog work to achieve a more natural and handmade/sketched feel. Sketches on paper were filled in with ink and water or ink pen, then scanned and converted into vector graphics in Adobe Illustrator. These digital objects were then combined with computer-made vector graphics and typography to create the final print.
LOGOTYPE AND FONT
RESULTS
Telling stories
Illustration of a story shared around the campfire. Fire creates an environment that inspires storytelling and fosters a sense of community. Fire is a medium that promotes social interactions and the sharing of experiences. The design places the fire at the center, creating a relaxed and welcoming atmosphere beyond cultural and social boundaries.
Nocturnal experience
The design is a tribute to nature and captures the enchanting feeling of sitting around a campfire, gazing up at the starry sky where the fire and the moon are the only sources of light for miles. The atmosphere is filled with silence, and visibility extends only a few meters beyond the flames. This evocative scene often sparks feelings of tranquility and contemplation while encouraging social interaction
Concept of Uncertainty
The design carries the message that the world we have created and live in imposes unpredictable demands on the future. Demands to grapple with the unknown and adapt to the unforeseen, reminiscent of the challenges faced by the Vikings who ruled Scandinavia a thousand years ago. Linked by the concept of uncertainty, today we face different unforeseeable challenges - climate change and its potentially severe effects on the environment and the society we inhabit.
