In 2022, streetwear brand koovs collaborated with 5 different artists from India to make an Artist edit collection of apparel and accessories. Koovs reached out with the the concept of "Food Humour" and needed prints and graphics that would appeal to their audience of social media savvy teens and young adults.
Concept Note
The series features a collection of personified food characters and how they portray real human emotions and experiences with a hint of sarcasm. It also has subtle references to pop culture and how gen-z and millenials see food as not just sustenance, but also an experience that needs to be instagram-worthy.
The aim of the series is to bring out our relationship with food and also how food would feel about this relationship if it could talk. Juxtaposing cute, animated food characters alongside slightly sarcastic and savage text would be an interesting combination that I think represents my design style well and would resonate with a large group of people who spend most of their lives on social media.
Below are the ideas I pitched to koovs for this concept.
