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CAVE
Conceptual alternative clothing brand located in Yerevan
HOW IT CAME TO BE
In September of 2023, I participated in the workshop at TUMO Studios "Crafting a Compelling Brand Identity", where a brand of one of our participants was chosen, and the rest were divided into teams to bring the idea of the brand into reality. I was the lead of the media team.
DEFINING THE BRAND
After the starting pitch we formed the general philosophy and themes that the brand was built around.
CAVE is a brand that offers fashion pieces as a form of self-expression and identity, it is more focused on aesthetics, and it being a designer brand, it doesn't have the goal of being mass produced.
The philosophy of the brand is focused around the theme of people and their relation to nature and animals, the goal of the fashion pieces was to bring the customer closer to their primal, animalistic nature, and open a conversation about the human nature and death
Some of the keywords we focused around were:
Primal; Hunt; Death; Nature; Predator; Tribal
And our main inspirations were:
Wildlife Photography; Rick Owens; Alexander McQueen; Yohji Yamamoto
CAMPAIGN OBJECTIVE
As a brand which had no presence or presentation prior to this campaign, in any platforms, physical or social, it was up to our team to create a brand identity from scratch, and find the brand's target audience. And it all started from research.
TRANSFORMING INTO MEDIA
After thoroughly studying all the collected reference materials, we first came up with a look:
The photos were going to be dark, desaturated, grainy and with brutal textures, with high contrast shadows and lights. The model was going to have strong, distinctive facial features, with make-up resembling mud and sweat, photographed in animalistic, primal poses, with lit up eyes, as though the cameraman actually shot these pictures in the wild. The analogy of the cave was going to be supported with the dark and nest-like environment, with the spaces looking like how a human would make home in a hostile, untamed environment.
DISTRIBUTION
We separated our content into three groups, each with a different goal:
Establishing shots: Establishing the philosophy through aesthetics
Product shots: Showcasing individual fashion pieces on a white background
Title video: Setting the tone and announcing the upcoming opening
Establishing shots
Anchor 1
Product shots
Title video
We decided to experiment with the video a little, and implemented 3D scanning techniques mixed with a rough and unpolished editing style, to create the perfect image of digital-primal, with a video that allows the viewers to "Descend into the Cave" as they get to learn about this brand.
[at the time of the creation of this video the Brand's title was "Andorr" - Meaning serenity in Armenian]
CREDITS
Kristina Barseghyan
- Creator of CAVE
Susanna Stepanyan; Dina Zadoorian; Lilit Gasparyan; Inna Ovsepian
- Media Team
Hayk Karapetian
- Media & Art Director; 3D Specialist
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