UNIFORMS FOR UNIFORM HATERS

BWS logo Design_samRowlands.png

PROJECT: Anti-Lame Uniforms

CLIENT: BWS

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



ARTICLES: 
INSIDE FMG

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.

The Challenge 

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.