ABOUT
With spring done and the summer months slipping by at a break neck pace, the next challenge on the Fortune & Glory check list was the first Autumn / Winter range.
Lessons learned from the spring range made one of the key requirements outsourcing the production of the range.
Another key requirement was to take t-shirt artwork and make it flexible enough to repurpose throughout the apparel range – from a design that can be used on the back or the front of a t-shirt to then being repurposed entirely for stickers, patches, pins or similar products.
RESEARCH
Having created a spring range that was heavily focused on the Shetland side of the brand, this time I wanted focus the other half – Dundee.
One of the most inspiring parts of Dundee’s past for me has always been the RRS Discovery and her adventures in the Antarctica. In recent times she’s acted as a focal point for the reinvention of the Dundee waterfront.
This along with the spectacular Maggies Penguin Parade event that was running across the city, led to some penguin related inspiration.
SOLUTION
The penguin inspiration took the form of developing a brand mascot, to be used throughout the promotional marketing as well as the physical products.
Sharpie the penguin, was inspired by a variety of different sources. From Feathers McGraw, CGull, Skottie Young, and the late great family friend of ours – Mike Moncrieff from Shetland. Oh and John Sharp.
Throw that in with the idea of seizing the day, and showcasing our roots again – the designs came together
