RockArsenal is leading Russian shop for undergrounds. Besides musical instruments, rare records and jewelry it sells tonns of t-shirts.
The goal was to invent a new aesthetic and transfer it into firm logo and package to draw a new grown-up and payable customers. To mature the brand and at the same time to retain the essence that made them stand apart. T-shirts are put into recycled beer bottles, the most popular drink in underground culture. Bottles should be crashed toget the t-shirt - according to an underground practice of fighting with bottles and using them like a self-defence device.
Like main beer sorts and music styles, shirts are divided by three types - soft, classic and dark. The illustration can be turned both up and down to look properly and symbolize an eternal circle: life exhales death and death hacks life with a sward. An aesthetical base is composed of bleak colors and thin graphical lines with the typography in style of old traditions in decorating beer bottles.
This work been featured at lovelypackage.com, thedieline.com and published at "The Best Package" vol. 3.
