raw research is the internal innovation laboratory at g-star hq, led by designer aitor throup. it is focused on experimenting with product design by clashing tradition and innovation, and symbolises an endeavour to find new ways of crafting denim through the process of exploration, curiosity and experimentation.
The aim was to create a visual identity for what became the experimental playground of the G-star Raw. The starting point of the concept was the centred aligned language of the brand. While in main visual language, the centre is obvious, here it becomes an invisible middle line that divides the space, generating a strong duality, predominant for the entire design process: forbidden combinations.
- concept, design and development
- on product branding
- graphics and communication
images: g-star raw 2016