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Light Gear 

Light Gear is a strictly digital brand concept that was finalized in a lookbook. The brand consisting of modern clothing made from organic and recycled materials demonstrating how clothing relates to experiences and stories; thus, a catalog proving to be the perfect fit for clothing and stories. 
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LABEL AND TAG DESIGN
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These hang tangs reiterate the simplicity behind the brand. The design came through multiple iterations in illustrator, and some peer critique. I began experimenting with shapes before I decided on the initial colors and texture. What helped me to the final shape was a peer mentioning how it would interact in someone’s hand. Thus, I wanted to simplify the shape from my original mountain-type design. It makes the eye follow the reverse pyramid shape down to the unofficial logo.

 

The spring colors, or NatureWay, are meant to be simplistic and interchangeable so that the gear can be worn not as a set but as individual pieces. Even the iris of the logo is tonal in comparison to the colorway to match. It is easier on the eye and less contrasting, like most colors found in nature. It’s biomimicry in this sense.

 

Furthermore, I wanted to create balance in the tag so I centered all content. Also, the logo towards the bottom emphasizes the unofficial slogan. 

In the end, the company’s message can be found in the QR code on the back. It would potentially link to a small video clip describing the company and its roots. The shape, materials, and colors all reflect the cyclical values of the company. 
 

LINE SHEET 1
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CALLOUTS FOR TECH PACK
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SPEC SHEET AND CARE LABEL
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FULL TECH PACK
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FINAL PROJECT LOOKBOOK/CAPSTONE
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