Gentle Monster
Creative Direction
A type-inspired brand refresh, that began with an instinct.
I was in class when someone presented the Korean eyewear brand, Gentle Monster. The ring of the name inspired a quick sketch, which was a pretty accurate representation of how I felt when I first heard the name.
This rebrand is inspired by a one minute sketch, which captures the inherent tension between the words 'gentle' and 'monster.'
Physical Activation.
Art Direction: Aposematism
The biological term, Aposematism, refers to the use of bright colors and patterns by animals to signal to predators that they are toxic, or dangerous. The visuals draw inspiration from this concept, creating a sense of unease and opposition with the viewer, under the blanket of a neo-noir aesthetic.
Second Logo
Creating intrigue through the eye glass cases.
All art related to the brand's new visual direction visualizes the Skechers' primary motto, "the comfort technology company". As this is at the heart of the brand and applies to everything that they do. Primarily featuring the 4 pointed star as the recurring symbol.
Type based visual explorations
