Between 1998 and 2001 Boy Bastiaens was commissioned to re-design and art directing the Pepe Jeans London brand identity. In a close collaboration with StormHand partner Albert Kiefer a simple yet effective approach helped the brand to become more visible.
The response to the brief was the development of a family of innovative packaging, displays, merchandisers and point of sale designs. Used also as conceptual tools in a broad application of environmental, print and on-screen media.
Like in a trade fair booth design, for example, with a frontwall of glass cabinets displaying 60 TrueSize domes with rotating mini jeans which made visitors stop in their tracks.
Or as key images of the pan-european Denim Deluxe and TrueSize print campaigns, billboards and advertised in leading magazines like The Face, I-D, Lodown and others. photo’s: StormHand, Martien Mulder, Boots O’Leary
Provoking curiosity in the Direction Book catalogues. photo’s: StormHand, Kim Zwarts
Presenting denim in a way you never have seen before. photo: Kim Zwarts
Told in a visual laguage with different narrative stories. photo’s: Kim Zwarts, StormHand
The Direction Books were much akin to a magazine. photo’s: StormHand
Where artists' visions maintained a refreshing impact on the topic. photo’s: Ron Bernstein
And branding is never far away. photo’s: StormHand, Shari Lee Gumbs
Finally all packaging-, display-, merchandise- and point of sale designs were also used as icons, instrumental for navigating through the website. photo’s: StormHand, Jason Denham (image below left)
Presentation Graphics 2, Ken Ozawa & Maya Kishada, Pie Books, Japan37 design firms from 12 countries were selected in 2002 by the Japanese publisher PIE books, to provide an inside look in the design processes. Among contributions from Adidas Japan, Absolute Wodka, Domus, Fabrica and many others, StormHand revealed their untold story behind the work for Pepe Jeans London in a six page case study.
Work from Holland Was the name of the exhibition of 27 Dutch designers and design studios presenting their work made for 77 clients. Curated by Peter Bilak for the 19th Graphic Design Bienale in Brno, Czech Republic, in 2000. Featuring the ‘white’ Direction Book of Pepe Jeans London.
