YEAR 03 // SEMeSTER 06
RAW UNIT is a fictional sub-brand of G-star, developed in a group project during AMFI‘s Denim Minor.
The group consisted of me as the designer, a branding student and five management students.
RAW UNIT offers progressive denim and performance-wear that enable you to do what you want, when you want, without compromising on style. By offering this, RAW Unit encourages living with an unlimited and open attitude.
// CONCEPT COLLECTION
// TARGET GROUP
Male, Age 20+
The Invincibles are a group of bold, young men, who live in the moment and are open to taking risks to get what they want out of life.
G-star is facing the problem that their loyal customer-base is aging and younger generations do not feel connected to the brand.
RAW UNIT aims to reach a YOUNG TARGET GROUP, with a ‘Just do it!‘ attitude. True to their age, they are very active online and use internet as a way to project the best version of themselves or the person they aspire to be.
// PROCESS PHASE
// BRAND VIDEO
Photo: Eduard Nijgh // www.eduardnijgh.com
// BEHIND THE SCENES