Creating a men's apparel brand.

Automatic was a side project I was involved in to create a rugged men's apparel brand. Classic motorcycles, 1950s packaging, pulp novel covers, and touch of danger were all inspiration for what this brand was about. The inclusion of the lightening bolt in the first A of Automatic was a nod to raw power.

I created the brand identity as well as explored possible hang-tags. This is a sample of some of the work generated.