Research uncovered that marketing to hipsters is a challenge, because they may reject any product they think is made for them. So I had to find a different, “de-branded” way to reach the customer.
Building on research into 90s graphic designers like David Carson, I chose the low-key, uncool brand name “Throwback”. I used the keywords anti‑design, satirical, and ridiculous.
I developed artwork based on spectacle-wearing characters from 90s films and soaps, and made paper prototypes for a range of four glasses cases: Napoleon, Harold, Deirdre, and Log Lady.