FEAR OF GOD

Project (Prompt):

Inspired by Gucci ghost, explore the relationship between branding and art, visually displaying what happens when existing brands and art are connected through commercialism.

Insight:

Taking inspiration from Trevor Andrew and his Gucci Ghost, I chose to research on how the growing consumerist culture in the modern age has the ability to take the premise of art, culture and religion and form them into sometimes an entirely new reduction of the existing product - through this research I explored how one successful product often leads to many more copies and the effect that has on the world and how we interact with both art and the brands that we love.

Solution:

Choosing to reimagine the existing fear of God brand, merging it with Takashi Murakami inspired illustrations created by myself, I aimed to create an all-encompassing lifestyle/street culture brand that represented the peak of consumerist culture - a formless amalgamation resulting from years and years of overconsumption and the lack of new ideas being presented, known as the FOG. This fog represented the idea of the publics eyes being clouded by materialism, resulting in the final ident.