This was a small freelance project for a friend, where I was asked to help design-direct and develop concepts for the vape brand IQS.
The brief was to promote and sell a limited-edition range of US-themed Fourth of July products. For the project, I developed three distinct creative routes, each exploring contemporary applications of USA-inspired repeat patterns and textures. These were unified through a strong key visual, featuring a star motif.
The design selected for development was Fluid Stripes. This direction reinterpreted the US flag through a contemporary, liquid-inspired aesthetic. Red symbolises hardiness and valour, white represents purity and innocence, while blue signifies vigilance, perseverance, and justice. These qualities were given a modern interpretation while preserving their original symbolism.
Assets for development included, product design, packaging, advertising concepts and campaign visual direction.
June 4, 2025
