Blacksands Original branding
Blacksands is a California-based streetwear company that appeals to those who identify with urban apparel companies like Obey and Supreme. I worked with founder John Lee to conceptualize the brand. My work consisted of designing a logo and various graphics for the apparel. As the name implies, the Blacksands brand embodies strength and effortless cool, elements I tried to bring out in the visual design.
To begin my research, I took a broad overview of the market for streetwear brands. Through popular knowledge, browsing the retail site karmaloop, and social media research, I discovered dominant brands of the streetwear market. My research led to the emergence of a few key motifs in aesthetic and lifestyle, among which are cannibis, provocative imagery of women, and affiliation with rap music. As the Diamond Supply Co. shirt puts succinctly, "sex, drugs, and rap".
The customer image evoked is one that is rebellious and, at the same time, very laid back. Young people (age 14-22) who skate, smoke, are active on social media, and identify closely to being "from the city" or at least near it.
The concept art for Blacksands was inspired by obsidian glass
I ended up modifying a version of the last logo sketch. I went with sharp, geometric lines and Helvetica Bold Oblique to pack a bold punch.