UNIFORMS FOR UNIFORM HATERS
PROJECT: Anti-Lame Uniforms
AGENCY: M&C Saatchi
EXEC CREATIVE DIRECTOR: Avish Gordhan
CREATIVE DIRECTOR: Sharron Edmunston
SNR ART DIRECTOR: Sam Rowlands
ILLUSTRATOR: Sam Rowlands
FASHION CONSULT: Sam Rowlands
PRODUCTION: BWS Internal
GROUP ACCOUNT DIRECTOR: Helene Ioakimidis
SNR ACCOUNT DIRECTOR: Saskia Meagher
Not everyone vibes wearing a uniform. as a working adult, it can feel pretty stifling in the identity department.
Not to mention retail uniforms aren't usually the most expressive.
Expression through clothing was front of mind when BWS asked us to create a new uniform range for their 9000+ staff. From delivery drivers to management, everything from socks to pins, hi-vis gear, and in-store uniforms needed to be redesigned. Most importantly, the range needed to encompass the entire business while allowing each member to have options for some self-expression.
What i did
My responsibility ranged from lead art director to in-house illustrator and general fashion consultant. Thanks to my experience in fashion design, I was well equipped to guide BWS in fabric selection, and all fitting and trimming decisions. I created a youthful version of the BWS logo, designed multiple pins and reimagined the hi-vis uniforms. Of the five illustrations chosen for the range, three were my own creations (1x Beer, 1x Wine and 1x Spirits).
The illustrations have a youthful attitude, inspired heavily by the craft brewery industry mixed with Australian street culture and national aesthetic. The graphic elements use loud, bold colours to balance their vintage textural feel, resulting in three slightly different type styles across the chosen themes.