Maharishi PitchworkSelf-Initiated ProjectBrand Identity, Art Direction
OverviewAfter researching Maharishi and its founder, I set out to create a pitch that developed a design system more closely aligned with the brand’s values of sustainability and pacifism, while strengthening cohesion across digital, print, and packaging.
ResearchI explored brands known for their minimalist design as well as fashion labels that reinterpret military aesthetics, such as Raf Simons. From there, I investigated broader interpretations of camouflage, drawing inspiration from artists like Abbott Thayer, who studied camouflage in nature.
ExplorationBuilding on my research findings, I experimented with approaches ranging from camouflaging the logo itself to creating minimalist, sustainability-focused designs.
WorkI created a website design, designed a “tech” parka that interprets modern camouflage using patterns inspired by MacOS, and developed a series of inserts printed on biodegradable paper to showcase both the functionality of the garments and their sustainable production.