Some time ago I took part in a contest in a cooperation with spraypaint brand Trane, which is quite popular among russian street artist. The project was dedicated to creating a redesign concept for the brand's spaycan.
I started the project with a little research. Previous generation of spraycans was quite unemotional and did't correlate with the target audience. The brand positions itself as the low price range product, so the target audience consists primarely of young artists, who make their first steps in art. In my opinion, the previous type of packaging contained no visual hook, which could interest the audience. My main goal was to produce a package, which provides the proper emotional experience.
The previous generation of spraycans was quite unemotional
As a warm up I started out with a pattern, which includes pictographic symbols. The symbols are dedicated to graffiti and street life, which not only includes art, but sometimes violence, as young street artist often have some claims to each other.
At that period my most concentration was not on the color, but on the form
As the main acсent of my project I decided to create an illustration, dedicated to the holy grail for all graffiti bombers - the subway train, which is hard to acess, and which hides in deep dark tonnels under the city.
The only part left was to combine all the previous elements, make a proper color combination and to create a packaging, which provides the right emotions and looks cool. This project helped me to win the first price, and I hope, that one day it turns from a concept to reality.
