COMMON ORIGIN
Contemporary representation of historic roots
Superdry felt increasingly disconnected from its target audience and was in need of a serious rethink.
To address this, I chose to focus on a specific demographic: skaters and individuals immersed in street and urban culture. This direction allowed me to explore skate nostalgia and grunge aesthetics, resulting in a brand rooted in authenticity. The use of handmade logos and graphic elements helped establish a distinctive visual language unique to the brand.
To address this, I chose to focus on a specific demographic: skaters and individuals immersed in street and urban culture. This direction allowed me to explore skate nostalgia and grunge aesthetics, resulting in a brand rooted in authenticity. The use of handmade logos and graphic elements helped establish a distinctive visual language unique to the brand.
