Chelsey Hoch

For this project, I was asked to develop a brand concept board for a brand of my choosing, using Adobe Photoshop. The board was required to communicate the brand's image, target market, and a creatively themed merchandise direction for an upcoming season, including a color/print story.  

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I chose the brand Farrah Floyd, a womenswear label based in Berlin. This brand is all about bold designs inspired by emotion, providing a perfect fit while maintaining a zero-waste policy. I decided to take the brand in a direction that was inspired by the vibrant colors of the jungle. I introduced a color palette that this label has never dove into before. I integrated emerald green, fuchsia, and iridescence with contrasting hues for a psychedelic vibe. For design aesthetic, I incorporated a famine, yet sporty feel with matching sets. Farrah Floyd’s target market is young women in their 20's to 30's that are looking to make a statement, while being environmentally conscious.