Burts textiles & art direction
I was commisioned by Paul Mitchell at Tea Creative to develop their approved concept for BURTS CHIPS rebranding.
The concept was showing off the pride they took in their hand cooked chips, with the hands resting on the waist of the apron wearing cooks.
Every aspect of the concept had to be developed, from apron selection, hand and finger placement (with retouching) and branding textures.
The main issue was flavour clarity and development. We decided to keep the main flavour identity to the apron and represent the individual ingredients within the textiles of the shirts.
I broke down each flavour, researched and referenced each ingredient and created a visual representation as textile options. Once those were shortlisted a textiles company developed those and put them back into shirt options.
It was a huge project and there were lots of options -too many too put in here for sure!
It was a great project to be involved in and all that experience it paying dividends with one of my latest projects...
