Ascend Kayaks is currently one of the top sellers at Bass Pro Shops. We chose to investigate areas of improvement to bring even more attention to the brand. Our group decided to target young adults that may live in the city, but also have a love for the outdoors and seek adventure. I focused on the redesign of the logo and a hangtag that doubles as a keychain.
The 'A' and 'D' feature subtle silhouettes of a kayak.
The final hangtags for presentation were printed on acrylic and laser cut.
The vector mockup showing final color choices
For the screenprinting process, I had to set up these layers digitally. That allowed me to screenprint each layer of color.
My screenprinting set-up.
You can see the layers I burned into the screen.
The ink passes through the yellow area (the area not covered with photo emulsion).
You can see the layers I burned into the screen.
The ink passes through the yellow area (the area not covered with photo emulsion).
I used a color print out to match the colors as I mixed ink.
The hangtags with all layers printed. Ready to go to the laser cutter.
