PLAYBOY INDIA
Client: PLAYBOY Urban Monkey, India
Scope: Branding, MErch Design, Product Design
The task at hand was to DESIGN a collection for the joint venture between Urban Monkey and Playboy.
The Playboy rabbit head logo stands as an enduring emblem, universally recognized for its ability to embody a plethora of values that resonate with consumers. It serves as a testament to the potent force of branding. Brands like Supreme, Pleasures, Huff, and OVO have made significant waves in the fashion and accessory landscape through their partnerships with Playboy.
Formerly renowned for its magazine and opulent mansions, Playboy has shifted gears, directing its iconic rabbit head logo towards consumer goods and experiences that embrace the ethos of "Pleasure for all." Now, Playboy is poised to make its mark in the Indian apparel and lifestyle industry, courtesy of a groundbreaking collaboration with Urban Monkey.
Urban Monkey's clientele hails from a generation that may not have firsthand experience of Playboy's cultural impact during its magazine era. Consequently, this partnership carries the weighty responsibility of reintroducing Playboy to a new audience in India, while ensuring that we uphold the brand's core values for this younger demographic.
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In the 1960s and 1970s, Playboy magazine represented a lavish and sexually adventurous lifestyle, reaching nearly 7 million subscribers and featuring notable figures like Andy Warhol and Hunter S. Thompson. However, it faced competition from explicit magazines and the internet's rise, leading to financial struggles and privatization.
Playboy's circulation decreased, but it diversified into various business lines like spirits, furniture, fashion, and entertainment. The company underwent a rebrand, focusing on social consciousness, feminism, and reimagining its image. They now refer to their models as "Playmates" and "brand ambassadors," emphasizing terms like "intersectionality," "sex positivity," and "privileging."
The magazine is now edited by a millennial team, promoting inclusivity, representation, activism, and gender-neutral content.
This transformation drove the collection's inspiration.
In our endeavor to convey our creative vision, crafting a visual mood board became an indispensable step.
Our primary emphasis for this collection's mood board revolves around the themes of neutrality, subtlety, and mindfulness. These elements seamlessly weave together to epitomize an internal sense of luxury that transcends the ordinary.
To add an extra layer of depth and character to our mood board, we've incorporated experimental typography. These typographical choices are instrumental in conveying playful yet profound quotes that resonate with the essence of the collection.
Furthermore, our mood board boasts the inclusion of iconic Playboy image assets, an essential component that pays homage to the legendary heritage of the brand.
MOOD BOARD;
BRANDING;
