Problem

Marketing to hipsters is a challenge as they tend to reject any product they think is made for them—so I had to find a different, “de-branded” way to reach the customer.

Process

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.

Solution

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.

 
 
 
 
 
 
 
 
 

I’m available for freelance design work.

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