Starting 2020 was kind of crazy for me mainly because I received news of a new job. Launching Yellow Light District for Hoodwink was one of the last few tasks I was ultra hands on with before rendering my last few days with H&F. I spent nights crying over leaving my old job but part of me was just glad this last project was spent with my closest work friends.
We built the concept of the launch on Amsterdam's Red Light District with a Hoodwink touch, given that one of the brands, Carne Bollente, centers its design on sex positivity. I think I had the most fun designing this since being pervy was just... naturally easy.
This is literally how we began conceptualisation -- with lewd drawings and the most random phrases we could connect with sex, coffee, and clothes.
When you give away flash drives, you have to make sure they're 100% virus-free *winks*
We thought of packaging our press kits like condom packets with flash drives and stickers inside. I kind of went wild with the mockups on this one since I irresponsibly lost photos I took of the actual stickers.
Visual Merchandising took heavy cues from the clubs in Amsterdam, but instead of red lights and ladies, we have neon yellow lights and posable mannequins. (Photo from @dailydrinkmag)
The night was nothing but wine, strong zero, and handfuls of popcorn. I get all soft whenever I think about it. This might've been the last good moment before shit hit the fan for 2020. There's a lot of making up for good moments for the rest of the year.