We obviously jumped at the chance to be involved with such a fun filled project. Music, food and fashion all rolled into one pretty much sums up the Hard Rock experience, and here at the studio we are all big fans of music, fashion and food, especially the latter!
There is a lot of love for this brand, with many Hard Rock enthusiasts already decked out in every shade of the Hard Rock logo tee, but we had our sights set on designing a new collection for a different type of crowd, the millennials. This generation of trend setting, fashion conscious, social media using 20 somethings may not have had the opportunity yet to really connect to the brand and actually know how magical they are…(repeats, music, food and fashion) so we saw this as the perfect opportunity to design some eye catching, vibrant and quirky tees that would get their attention.
We set about doing some serious research (and playing) and started to come up with some great ideas. There was paint on the studio floor, straws involved, a mini photo shoot, some drawing action and crafting of type as our designs started to take shape. Of course we had to get some burger illustrations in there somewhere, but we also played around with some music themed phrases like ‘Turn it up’ and ‘The best seat in the house’. We wanted a real mix from the colourful to the more paired back to suit different personalities. We tried and tested different cuts and fits, various printing techniques and fabrics to ensure we were delivering a product that not only had a fantastic graphic but that also felt great to wear.
Our intention to open up Hard Rock to a younger market and to steer the brand in a more fashion focused direction started to become a reality as the finished collection came to life. The style of the designs feel current, fun and on trend, the perfect combination for our very own Hard Rock millennial!
The tees are available to buy online now at rockshop.hardrock.com