Concept / Art Direction / Design / Illustration Contributions
Over the course of several seasons, Puma and Evisu collaborated on a denim line. This catalog was created to show all the styles in the line and to introduce the new tattoo-embroidered, black denim.
The subject of the catalog: a visit to a tattoo parlor with a bit of a twist. I set up iconic shots, like the first viewing of a tattoo in the mirror, the seating of the subject in the tattoo chair, all with a bit of a twist—there is thread in the ink tray and it is the denim being tattooed. I sketched a detailed storyboard to ensure that the shots would include the angles and composition necessary to communicate the concept. The images had to work together in the catalog to tell a bit of a story but also be compelling enough to be used individually for visual merchandising.
The main challenge in designing the catalog was to integrate the style names into the page in a way that wouldn’t detract from the photos. I illustrated the product names in a vintage tattoo style, and they were printed on the pages as semi-transparent varnishes. The catalog was designed with a matchbook cover in a size that would fit into the back pocket of the jeans and would be included with purchase.