BRAND DIRECTION AND KEY STORIES
NEW ERA HOLIDAY2019 HEADWEAR RANGE
Rich fabrics and execution of logos, clean aesthetic in design, classic details.
Technical performance, reactive fabrics, sportwear aesthetic.
Streetwear aesthetic, graphic inspired, bold colours and colour blocking.
Authentic Story 1:
A story inspired by winterised utility, looking at inspirations from the army such as waxed cottons to create water resistant treatments. Also looking at fabrications which will keep consumers warm and closures and trims which are able to be used on colder weather and ensure the fit of the cap with the less structured fleece fabrics.
Contemporary Lifestyle Story 1
A graphic inspired story for the NBA apparel and headwear, looking into colour blocking that is different to the NBA on court uniforms. The graphics are inspired by motion of players on the court, the wordmark and primary team logo both follow this concept. For headwear the front team logo is a infill instead to create difference but also once again indicate a stationary position and then the movement in other logos on the apparel.
Authentic Story 2
This story is inspired by the tours the MLB have had in Japan playing baseball, including MLB tours which took place to re-build relations are world war two. Looking at traditional mountain and flowers iconic to Japan as well as translations for the brand name to create a Japanese themed graphic story. Other key elements looked at the flags of America and Japan and the designs were created to be lifestyle commemorative tour caps, baseball is one of the top sports in Japan, creating a full circle story for these designs.
Contemporary Sport Story 1
Reactive fabric innovation. To innovate our technical line in contemporary Sports, the fabric used for the cap is water reactive which reveals a tiger camo pattern when exposed to water. The fabric is also water resistant to allow the consumer to keep dry while being worn and enjoy the reactive fabric.