‘Concrete’ is an urban clothing brand, inspired by 80’s skate culture but built for the Millennial and Gen-Z demographic.

They are looking to commission a designer to create a series of fruit sticker inspired crests and badges for a new range of clothing and merchandise. Fruit stickers come in all shapes and sizes and have an almost pop-art quality to them which evokes that 80’s vibe. The client believes it will work really well across a new range of long-sleeve T-shirts, flasks, stickers and other branded merchandise.

As part of the new product range, Concrete will also be creating 50 limited edition skateboard decks, featuring some or all of the artwork.

Concrete’s vision is to become the leader of street style and urban clothing in the UK. They see themselves as an iconic, modern British brand while taking huge inspiration from skateboard culture and its Californian routes.

Skateboarding as a whole is routed in street culture and has always taken heavy influence from music, art and other creative urban hobbies. Using the creative direction provided, and armed with some research into skateboarding culture, create a series of crests and badges which lead with a strong slogan and phrases to support the brand.

This is a challenging brief as it’s not only about creating the right artwork but also about creating some winning copy to guide each piece. Think of some impactful, funny and memorable phrases that evoke urban culture and street fashion. Once you’ve compiled a list of phrases, begin implementing them into a series of crests, perhaps utilising custom typography, perhaps using some accompanying illustrations, perhaps a mixture of the two?

Once you have explored a few different routes and styles, try and narrow it down to a few complementary pieces which you can then present on various forms of merch.