Last week we started rolling out the new concept for the Swedish youth mobile brand Halebop. The reactions that came back to us were as expected – mixed. It’s a love hate thing and very few inbetweens. And here’s a hint: Love-Hate-tension creates discussion.
And what does it look like in concrete terms? Well – we created hundreds of sketches and threw away most of them. We actually produced tons of semi finished material that we also threw away. The things we kept had a spontaneous, improvised look and feel that we loved, and we established a way of working that kept generating fresh ideas that felt like they came straight from the street. And in reality, I guess they did actually come straight from the street.
I want to save some surprises for later, so I’ll end this post here. Right now we have things like print, outdoor, television and store materials out for the launch of Halebop’s new looks. You can check out som of the films below!