Click here for full company history.

Urban Outfitters’ Urban Outfitters:

Competitors Brand Essence
This is a positioning map to show how Urban Outfitter’s compares
with its main competitors on the high street in terms of price
and fashionability. As you can see, it is on the top end of the
price sector, with only All Saints being higher priced, but it
also one of the more fashion forward than most of its competi-
tors, due to its careful selection of the latest designers and
styles.

Low Price High Price

Low Fashion
 Types of Fashion Urban Outfitters’ Target
Packaging... Customer
This is a quick brainstorm of the different types of fashion packaging Urban Outfitters describes their target custom-

that could be designed for the retailer Urban Outfitters... er as “well-educated, urban-minded 18-30 year
olds”. They aim to create a unique shopping
Gift Box for Home experience in order to create an emo-
wear Products Jewellery Box tional bond between the brand and their
Paper Store Bag customers.

When he founded Urban Outfitters in

Re-usable 1970, Richard Hayne famously said
Shoe Box
Fabric Bag that the store was aimed at the “up-
scale homeless”- college students and
recent graduates who have moved away
from home but still have a high dis-
posable income from their parents to
spend on fashion and leisure items.

Sunglasses Box
Plastic Store The company profile states that prod-

Bag ucts sold reflect their target custom-

ers’ love of contemporary art, music and
Hosiery packaging fashion.

Box for Lingerie

The wide range of products provided at Urban Outfitters, from photo
frames to bikinis, allows great expansion in the field of packaging.
Designing specific packaging for a certain product type, such as shoes,
can add value and give a feeling of luxury to the overall shopping
experience. Branding design company Paul Cartwright claims that
The target customer has their own unique
sense of style, as Noel Goeddel, portfolio
manager at Holt-Smith and Yates, points out
“[Urban Outfitters’ customers] don’t want to
buy something that someone else is wearing”.

packaging design is of top importance, as it portrays a message about

the products and the brand at the point of purchase.

Urban Outfitters’ Target Urban Outfitters’ Packaging:
Customer Designer Focus
I am now going to look at some previous packaging for Urban Out-
fitters by designers in the past.
Dan Gneiding, aka Grayhood, is Senior Graphic Designer at
Urban Outfitters. This page will look to draw inspiration from
some of his past work...
The image on the left shows a
label design by Grayhood for Ur-
ban Outfitters’ collaboration
with knitwear designer Yokoo.
I really like the self portrait
style of the graphics, and the
effect used to create a knitted
fabric look. The design is sim-
ple yet unique and striking.
The images below show Grayhood’s packaging designs for nail
varnish at Urban Outfitters. The bottle is a very basic cube shape,
with striking diagonal lines to contrast the bright colours of the
nail varnish. The design is kept ultra-minimal with a
small colour and number label on the top of the bottle. I
really like the modern simplicity of this packaging.
 Urban Outfitters’ Packaging: Urban Outfitters’ Packaging:
Designer Focus Bags
This image shows Graywood’s ho- These are some examples of past carrier
siery packaging for Urban Out- bags from Urban Outfitters. The re-
fitters. Each product has an as- tailer is known for using brown
signed colour, making it easy to paper bags, in keeping with the
identify, and the brown card is preppy, boutique feel. As shown
in keeping with the earthy, bou- here, the brand name is the
tique feel of the brand. All of only decoration used, with the
Graywood’s designs use paper and font being changed regularly.
cardboard as opposed to conven- This makes the name stand out, which is very im-
tional plastic and synthetics. portant as carrier bags are a great way to expose a
The packaging shown here
brand to the public for free.
(right and below) is a
The image on the right shows an
proposed idea for Urban
Urban Outfitters bag that came
Outfitters by graphic de-
free with Elle magazine. This is
sign graduate Joey Kri-
a great example of brand promo-
etemeyer. Joey designed
tion, and could be used as in-
the store bag and gift
spiration for a re-usable store
boxes to be reused as
bag. Certain features, such as
storage after purchase.
the thick rope style handle,
Joey states that geomet-
could be simplified so that it
ric lines, used to create
was easier to mass produce.
movement around the 3D The image on the left shows a fabric
objects, were inspired by store bag that was designed to cel-
the funky, eclectic feel ebrate the opening of the first Urban
of the Urban Outfitters Outfitters store in Brooklyn, New York.
brand. I love the idea of I think the location inspired design
packaging that has been gives a great personal touch to the
designed to be re- brand, that I think is very
used, especially relevant to Urban Outfit-
with regards to ters.
gift boxes.
Design Inspiration:
Innovations in Packaging
Puma have teamed up with Fuseproject to create
an innovative redesign of the standard shoebox,
aimed to “completely transform the brand’s sup-
ply chain—saving millions in electricity, fuel,
and water.”
“The bag
tightly
wraps an
interior cardboard scaffolding—giving
it shape and reducing cardboard use by
65%. Moreover, without that shiny box
exterior, there’s no laminated card-
board (which interferes with recycling).
There’s no tissue paper inside. And
there’s no throw-away plastic bag.
The bag itself is made of recycled
PET, and it’s non-woven—woven fibres
increase density and materials use—
and stitched with heat, so that it’s
less manufacturing intensive.
Design Inspiration:
Innovations in Packaging
These reusable fabric bags
have been designed by UK de-
signer Shaz Madani for Sains-
bury’s as part of a campaign
to encourage the importance
and benefits of eating seasonal
food.
This project entitles the design
of season-specific packaging de-
sign, namely Spring/Summer 2011,
and I really like the idea of
designing a fabric bag that can
be collected as the seasons and
bag design changes.

The impact: Puma estimates that the bag

will slash water, energy, and fuel con-
sumption during manufacturing alone by
60%—in one year, that comes to a sav- I love how everything from
ings of 8,500 tons of paper, 20 million the typography to the col-
mega joules of electricity, 264,000 gal- ours, to the graphics have
lons of fuel, and 264 gallons of water. been inspired by the spe-
Ditching the plastic bags will save 275 cific season it has been
tones of plastic, and the lighter ship- designed for.
ping weight will save another 132,000
gallons of diesel.” Source: The Die-
Line
Source: The DieLine
Design Inspiration: Design Inspiration:
Innovations in Packaging Innovations in Packaging

This is another design by Shaz

Madani, this time for Topshop.
She has designed flyers and fab-
ric bags in conjunction with
the retailer’s 10% student dis-
count offer. I like the preppy,
“studenty” feel of the designs
and the basic graphics, and
think that the whole feel is
very appropriate for Urban Out-
fitters, possibly with some more
toned down colours.
It would be good to design
a student discount flyer for Ur- This is the new packaging for supermarket Monoprix’s station-
ban Outfitters as part of this ary line, by French designer Lewis Moberly. I really like the
project, as they do not adver- simple use of bright colours with a plain white background to
tise this as much as Topshop, add an aesthetic appeal to seemingly boring products. The eye-
and it is a great way to gain a catching and unique graphics have a cohesive effect to link the
loyal student following. whole line of stationary products together.

Source: The DieLine

 Visual Inspiration:
Design Inspiration:
Urban Outfitters’ Style
Innovations in Packaging
The image on the left is a
still from the homepage of
the UK Urban Outfitters web-
site. It is very simple and
trend focused, with an emo-
tive image to represent the
fresh, feminine spring/sum-
mer 2010 trends.

I love this packaging for London Undercover umbrellas. It has been

stripped down to just the brand name and the recycling symbol, which is
clearly an important message that they want to put across, and something
that is becoming in increasing concern in the packaging industry. I like
the way the minimal design creates a sense of mystery about what the
product is, making the customer intrigued as to what is actually being
sold. Source: Lovely Package

This image, from the

US Urban Outfitters
The images above show an innovative way to package products from Japa-
website is much more
nese brand Pleats Please by Issey Miyake, who make unique garments that product focused, show-
are made up to twice their required size, then put through a heat pressing ing the huge range
process to create pleats in the polyester fabric. The packaging is sim- sold by the retailer.
ple and uses the colour and texture of the fabric as the main design
The busy, exciting
home page reflects the
feature. This idea could be used to package items for Urban Outfit-
eclectic nature of Ur-
ters such as swimwear or scarves. Source: Lovely Package
ban Outfitters.
Visual Inspiration: Visual Inspiration:
Spring Summer 2011 Trends Spring Summer 2011 Trends

This video shows the trend forecast for

Spring Summer 2011’s colours, according
to Belgian fashion label Eterno Borsa.
These colours can be used as inspira-
tion when designing my packaging.

Source: Mudpie
 Visual Inspiration: Visual Inspiration:
Spring Summer 2011 Trends Spring Summer 2011 Trends
Urban Outfitters is known for taking a lot of its inspiration from its own
customers, and adapts to their needs to gain true brand loyalty. With
this in mind, I feel it is also important to look at the emerging street
style trends, which are also analysed by Mudpie...

“Across the globe, fashion forward ‘sce-

nesters’ and style savvy fashionistas are
stepping out in an eclectic array of celebra-
tory American infused outfits. Subtle prairie
influences are expressed with injections of
aged ditsy florals and the appearance of
statement frill collars, while wide brim
Stetsons suggest mild Western references.
Androgyny is key, haphazard layers are piled
on suggesting a rough and ready ethos. Shawl Taking into account the trend
scarves are draped over anti-fit jerseys and
forecasts on Mudpie, and look-
loose open shirts, often teamed with skinny
slacks to streamline the look. Double denim ing at their street style analy-
outfits offer an industrial workwear aesthetic sis, I predict that Urban Outfit-
heightened by various distressed effects and
ters will embrace the “Sobriety”
utility details, twisted seams and panel in-
serts add interest along with an adventurous trend. I feel that this suits the
sense of age. Tapered trousers and jeans are carelessly pushed into worn utilitarian feel of Urban Outfit-
leather boots while the introduction of braces or a classic sweater of-
ters, with a strong, rugged feel
fers a smart and desirable juxtaposition to mix and match utility looks.”
with the heavy duty denim, and
feminine touches with touches of
aged florals and frills. Also, the
trend has a very old-American feel
to it, from simple and humble Pil-
grim styles, to double-denim la-
bourer looks, to Little House on
the Prairie detailing, which could
be seen as a celebration of Urban
Outfitters’ proud American roots.
Packaging Issues: Packaging Issues:
Recycling Recycling
Ahlvar then goes on to discuss packaging specifically, and
how environmental pressures are affecting retailers’ decisions in
this sector:
“The bags we take our new purchases home in also bear wit-
ness to the environmental time we are living in. Carrier bags
should preferably be used time and time again, and many companies
have realised the importance of the bag not being thrown away but
being re-used several times, including for PR purposes. New al-
ternative materials, often recycled, are the solution just like
the good old, classic fabric bag,
preferably made of organic cotton.
Plastic shopping bags send the same
signals as an SUV or carbonated
water in a bottle.”

Source: Nilorn Online Magazine (pages 6-7...)

Source:Nilorn
As Lotta Ahlvar from the Swedish Fashion council points out in
Online Magazine
her article, recycling has now become less of an innovation and
(pages 6-7...)
more of an expected attribute in the fashion industry. Recycling
is of paramount concern when it comes to packaging, with retail-
ers striving to find new ways to come up with recyclable or reus-
able designs that will create less of an impact on the environ-
ment- “use and use time and time again, and back to nature
are the guiding principles.”
 Packaging Issues: Packaging Issues:
Sustainability “Green is the New Black...”
Swedish company Nilorn’s Branding&Design magazine “Green Issue” “Green is the New Black”,

also features an article about packaging, and talks in detail by Tamsin Blanchard, is the
must-have guide to being
about the importance of sustainability. Here, recyclable materi-
fashionable and environmen-
als are discussed that can be used to create eco-friendly pack-
tally friendly. Here, Blan-
aging...
chard discusses the issues
related to carrier bags:

- On average, each of us
throws away 167 plastic
carrier bags every year

- The majority of these

will take at least 500
years to decompose in
landfill

Source: Nilorn Online Magazine (page 17...)
Nilorn advises : “When a company wants to profile itself as environ-
mentally friendly with regard to packaging, there are number of dif-
ferent ways of going about it. Avoiding unnecessary transportation
in manufacturing is one way. Reducing the use of unnecessarily large
packaging (which leads to air being transported and a greater number
of vehicles having to be on the roads) is another. In addition, it is
better to choose an environmentally friendly material to produce pack-
aging from.”
It is very important to consider these issues when designing my pack-
aging. In all cases, choosing recyclable, or even previously recy-
cled materials to make my packaging is certainly viable. In terms of
the size of the packaging, this is not as relevant for things such as
store bags, where the items are only packaged in store, but the use of
materials is still a major issue.
- Many people think that
paper bags are the eco-
friendly alternative, when
in fact it takes more than four
times as much energy to manufacture a paper bag
as it does a plastic one
-Because most paper comes from tree pulp, it involves cutting
down precious trees so they can’t even absorb the greenhouse
gases created by the manufacture of the bags.
- Blanchard suggests that the most environmentally friendly car-
rier bags are the new “bags for life”, which are reus-
able fabric bags, ideally those made from jute, hemp
or unbleached, organic cotton.
Packaging Issues: Packaging Issues:
Do Consumers Care? Do Consumers Care?
There is no use in investing in environmentally friendly Richard Caines, Senior Retail analyst at Mintel said: “These
packaging if it is not going to add value in the eyes of the figures show that so long as actions are low cost and do not in-
consumer, and ultimately draw profit by “cleaning up” a retail- convenience people they are easily assimilated into their life-
er’s brand image. styles. Green activities such as recycling that cost nothing are
Mintel (2009) highlight in their article “Ethical Clothes widely supported and there is widespread support for more action
Sales Go From Rags To Riches”, that “sales of ethical clothing on reducing waste, such as retailers making more use of recycla-
have more than quadrupled in the last five years to reach £175 ble materials or the use of re-usable containers.”
million in 2009”, showing that there is a demand in the fashion The article then goes on to state that while older people
industry for environmentally friendly considerations. It is also (over 80%) have embraced reusable bags, younger people are lag-
highlighted that it is vital for ging behind (only 59% among pre-family
major high street retailers to adults). Furthermore, it seems fe-
“go green” to raise awareness of males are more likely to think about re-
the importance of being using shopping bags as 82% of women have
eco-friendly. adopted reusable bags compared to 65% of
Another Mintel article, “Con- men.
sumers Want Greener Living – But This shows that the importance of
Not At Any Cost”, highlights the reusbale bags needs to be reinforced to
negative effect that the recession younger consumers, and it is down to re-
is having on ethical living, with tailers like Urban Outfitters, which set
12% of adults saying that they the trends not only for fashion, but
could no longer afford to pay the also for lifestyle choices, to make
premium for ethical products. reusable packaging available to the
However, it is also stated masses.
that the use of re-usable bags has Therefore, I propose that both
been unaffected by the recession, packaging designs for this project
and a massive 78% of Brits state be designed specifically to be re-
they still recycle as much used, so that younger consumers are
packaging as they can. Further- given the idea that packaging is not
more, 74% of us think retail- just a single-use dispos-
ers should do more to reduce the able item, but something
amount of packaging they use. that is to be desired, and
reused time and time again.
Final Packaging Proposal Final Packaging Proposal
Now that I have researched current trends in packaging and the In addition, I will design a reusable “bag for life” type fabric
ethical issues behind these trends, I have come up with a final bag, to replace the existing paper store bags, which are bad for
design proposal for my packaging items. the environment due to the deforrestation of trees and excessive
energy used in their production. T
First of all, I have noticed that although Urban Outfitters sell
a lot of gift items, such as books and photoframes, they don’t his bag will be made of organic, fair trade cotton that has been
provide any sort of gift-wrapping or packaging services. There- unbleached, to keep it as environmentally friendly as possible.
fore, I will design an easy carry gift box with a handle, which
will be available for purchase at a small price. The handle on
it will eliminate the need to have a store bag to carry the To keep costs and ener-
box in, and the box will be designed so that it can be used as gy consumption down the
an attractive form of storage for whatever gift it may be pur- bag’s design will be min-
chased for. imal, which is in-keeping
with Urban Outfitters’ pre-
vious store bags, which
use bold fonts and the
brand name as the main de-
sign feature.

Whilst staying minimalis-

tic, the designs must be
attractive and eye-catch-
ing, so that the cus-
tomer feels encouraged
to re-use the bag at a
later date for fashion
purposes.
Logo for Bag: Logo for Bag:
Initial Ideas Initial Ideas
I have decided that for my fabric bag I want a very simple de-
This ditzy floral pattern
sign, made up of just the Urban Outfitters logo, as this is re-
is very Prairie-style, so
flective of their past store bags. I therefore need to create my
suits the trend and the
own updated version of the logo, which reflects the trends of the
brand, but I feel it is
Spring Summer 2011 season.
slightly too busy, and
I have decided to test out an experiment in which I apply a
the colours are too dull
swatch pattern to the logo text, to create a simple logo design
to put onto an unbleached
with a decorative twist. This was inspired by Urban Outfitters’
cotton colour.
“wall art letters”, which feature in their gifts department.

I think this acid-

I really like the colours
coloured pattern
and pattern of this logo
is a great modern
design, and I can imagine
twist on a floral
it being used as a design
pattern, which is
on the “wall art letters”
very suitable for
sold at Urban Outfitters.
the Urban Outfit-
ters brand.

I chose to try this

trend as the denim I like the colours and
texture sums up the the detail of this pat-
sobriety trend, but tern, but I think the
I don’t really like white background would
the result produced get lost on the cot-
as it looks quite ton fabric, so the font
cheap and not very would be hard
relevant to the to read.
brand.
Logo for Bag: Logo for Bag:
Initial Ideas Initial Ideas
I like the geometric
nature of this pat- I really like the use of
terned logo, and I colours in this pattern,
think it fits in real- and it is very suited to
ly well with the Ur- the Spring/Summer 2011
ban Outfitters brand. trends and the boutique
However, it is not feel of Urban Outfitters.
really in-keeping with
the sobriety trend.

The neutral colours

and natural feel of
I think this pattern is
this pattern are
a good representation of
very suited to the
the sobriety trend due to
Sobriety trend, but
its “Little House On The
I’m worried it may
Prairie” feel.
not stand out enough
on a fabric bag.

Again, this pattern I also experimented with

is good for the so- adding a background tex-

briety trend, but it ture to the logo so that

does look a little the design could be carried

childish and doesn’t through to the gift box.

have the edgy look of I like the rustic feel of

the Urban Outfitters this font on the

brand. cardboard back-

ground.
Logo for Bag: Logo for Bag:
Initial Ideas Initial Ideas
This has a very
country feel to it, I really like this combi-
with the ditzy flo- nation of the cardboard
ral and the denim texture and the green and
font, but I think purple check pattern, as
it looks a little the text really stands
bit too busy. out and has definition

I also tried out

I much prefer the combi-
the idea of having
nation of the ditzy floral
one single initial
fabric from before with
on either side of
this sacking fabric as a
the bag. I like the
background, and think it
look, but it isn’t
fits in well with the So-
clear enough what
briety trend
the brand is.

I like both of the

Looking at this image, I
textures used in
have decided that I much
this design, but
prefer having the whole
think that the pink
retailer name on the bag,
and beige are too
simply positioned in the
similar, so the font
bottom left hand
becomes difficult to
corner.
read.
Final Design:
Fabric Store Bag
This is my final fabric bag design. It consists of a plain cotton
bag with the Urban Outfitters logo in the bottom left hand cor-
ner, and a small line of text explaining that the bag is made of
100% organic fair trade cotton.
Final Design:
Gift/ Storage Box
This is my final gift box net design. It is a basic curved rec-
tangular shape with handles at the top, meaning that no extra
packaging is needed to put the gift box in, reducing unnecessary
wastage.

The logo is in a bold font that has a texturized floral pattern

The main graphic on the box is a mixed media fashion illustra-
applied to it. The pattern is inspired by the Spring/Summer
tion. This has been achieved by keeping the model as a photo-
2011 trend “Sobriety”, and is also used on the fashion illustra-
graph, then adding illustrated clothes with digitally-edited
tion on the gift box design shown on the next page.
textures using Lectra Kaledo Style.

The bag is an off white col-

The brand name has also been
our as it has been made from
added to the front of the
unbleached cotton, to keep it
box, and information that
as environmentally friendly
the bag is made from re-
as possible.
cycled paper is written
across the back, both
The design has been kept very
in a striking white col-
minimal, with just the logo
our.
as decoration for the bag.
This is in-keeping with past
The gift box has been de-
Urban Outfitters store bags,
signed to be reused as
which keep the brand name as
storage after purchase.
the main graphic.
It will come in three
sizes (small, medium,
The bag has specifically been
large), and will come at
designed to be reused post-
a small extra cost (£1
purchase as a stylish and
for small, £1.50 for medi-
eco-friendly shopping bag.
um, £2 for large).
Final Design: Final Design:
Prototype Photographs Prototype Photographs

Prototype Dimensions
Length: 19cm

Prototype Dimensions Width:23cm

Length: 37cm Depth:6cm

Width: 42cm
Actual Dimensions
Actual Dimensions Small- Length: 12cm Medium- Length:19cm Large- Length:30cm

Length: 37cm Width: 15cm Width: 23cm Width: 35cm

Width: 42cm Depth: 4cm Depth: 6cm Depth: 10cm

Technical Report: Technical Report:
InDesign Sketchbook InDesign Sketchbook
Embedding a Video Creating Buttons

I wanted to add multimedia elements into my sketchbook by embed-

I also wanted to add other interactive elements to give my

sketchbook a website-like feel. For example, I added arrow buttons to

ding videos into my InDesign file. To do this I found a video I wanted
each of the pages so that the final PDF can be easily navigated through
to add on YouTube, and converted it to a .mov file on Zamzar.
at the click of a button.
I then used the rectan-

gle tool in InDesign to draw out
To do this I placed an image of an arrow in the bottom corner of
the area where I wanted my video
the page, right clicking and choosing Interactive > Covert to Button.
to sit, and right clicked on the
I then right clicked again, and went Interactive > Button Options.
rectangle and selected Interac-

tive > Movie Options.
In the But-
In the movie options dialogue
ton Options dia-
box I chose the movie file I
logue box (see
wanted to import, and ticked the
right) I chose
box to “embed movie in PDF”.
to add a “be-

haviour” so that
For the “poster” options, I chose a photo of an Urban Outfitters
when the ar-
shop front to fill the box when the movie was not in play. For the play
row button was
options I wanted the video
clicked, the
to “play once then stop”,
reader would
and to start playing on
be taken to the
page turn. I also wanted
next page in the
the controller to be vis-
sketchbook.
ible during play, so that

the video can easily be
I also did the same on the left side of each page spread to al-
played and paused when nec-
low the reader to go back to the previous double page spread. These
essary. The movie options
arrows could then easily be copied and pasted onto each new
dialogue box is shown
page created, and the buttons would behave the same way each
here on the right.
time.

Technical Report: Technical Report:
InDesign Sketchbook Creating Text for Bag
Converting Objects to Hyperlinks I really liked the simple yet decorative method of applying a

When referring to things such as articles, designers and blogs, I pattern to a text that I tried out in my Initial Ideas pages. I de-

wanted to have links to the relevant websites, like you would find on a cided that the only way I was going to get the exact pattern I wanted

web page. was if I edited one on Photoshop.

I found a “Sobriety” looking

This was very straightforward to do, all I did was select the floral pattern, and opened it up

text I wanted to convert to a hyperlink, such as a brand or website in Photoshop. I wanted to make it

name. I then made the font bold and underlined to differentiate it as look modern and grungey, so I went

a link from the other text around it. Next, I right clicked on the se- Image > Adjustments > Hue/Satura-

lected text, and went Interactive > New Hyperlink. tion, and increased the saturation

to 64, as shown here on the right.

I then wanted to add a texture to the pattern to make it look more

rustic and 3D. I went Filter > Filter Gallery, and chose the Textur-

izer option. I set the texture to Canvas, the scaling to 142% and the

relief to 3, as shown in the dialogue box below.

In the New Hyperlink dialogue box I simple selected the type as URL,

and pasted in the relevant webpage. In the Appearance section I se-

lected the type as Invisible Rectangle, as I didn’t want a visible

box around the text that had been converted to a hyperlink.

Technical Report: Technical Report:
InDesign Sketchbook Illustration for Box
I wanted to create a mixed media fashion illustration to use as
I then placed the newly edited floral pattern image into an Illus-
the graphic for my gift box, by adding Kaledo drawings with bespoke
trator document containing my Urban Outfitters bold text logo. I scaled
patterns on top of an image of a model.
the image to the size I would like the pattern to appear on the font,
First of all I placed
and dragged the image into the swatches panel.
the image of the model in

Kaledo Style.

I then used the Multi Line

tool to trace around the

clothing and shoes. I cre-

ated curves by tapping the

Q and W keys, and finished a

path by right clicking the

mouse.

I changed

the line

settings to

dashed to

add stitch

lines, as

shown on

the belt in

the screen-
Finally I selected the text’s “fill” in the toolbar, and applied
shot on the
my new swatch to the text, keeping the stroke off. I then applied a
right.
small line of text saying “MADE FROM 100% FAIRTRADE ORGANIC COTTON”,

using the type tool. I then printed my design onto “Iron on Inkjet

Transfer Paper”, and ironed it onto my fabric bag.

Technical Report:
Illustration for Box
For the shirt I wanted to apply an acid washed denim texture, so I
found an image of a darker denim texture and opened it up in Pho-
toshop. I changed the brightness and contrast as shown below to cre-
ate a bleached denim look.
Technical Report:
Illustration for Box
As seen in the screenshot below, I then repeated this process
to fill in the shorts, by inserting the floral texture that I had cre-
ated for the fabric bag text (see “Technical Report: Creating Text for
Bag”), and using that to create a new motif.

I then inserted my

newly edited pattern

into my Kaledo drawing

file, and went Fill-

ing > Motif. In the

Effects dialogue box

(see right) I select-

ed the pointer

icon and clicked on my

inserted denim tex-

ture. I then selected

the shirt drawing and

The scale, position and angle of the applied motifs were easily
clicked Apply to fill
altered in Kaledo Style after application, by simply going Filling >
it with the motif (see
Move Texture / Scale Texture / Rotate Texture, as required.
next page).
Technical Report: Technical Report:
Illustration for Box Illustration for Box
I had a very specific fabric in mind that I wanted to apply to
I then copied my stripes square and pasted it into a new Pho-
the bandeau top in the fashion illustration, so I decided to create
toshop file.
it myself from scratch using Adobe Illustrator and Photoshop.

First of all I drew

I went Filter>
a narrow rectangle in il-
Filter Gallery, and
lustrator, with a navy
chose to apply a Spat-
blue fill and no outline
ter Brush Stroke fil-
stroke.
ter to the stripes,
I then dragged the rectangle down-
as shown here on the
wards whilst holding the Shift and
right. I set the spray
Alt keys to create a parallel copy.
radius to 10, and the
I then pressed Ctrl+D several times
smoothness to 8.
to create many copies of this. I also

filled the space between the top two

navy rectangles with a sky blue rec-

tangle, as shown here on the left.

I then clicked OK, and
Again I dragged the sky blue rectangle downwards, and held
reopened the Filter Gal-
Shift+Alt to create a
lery to apply a Burlap
parallel copy in the
Texturizer filter. I set
next space down. I then
the scaling to 118% and
pressed Ctrl+D sever-
the relief to 6. This
al times again to fill
took the pattern from
each of the gaps with a
looking like a flat image
sky blue rectangle. As
to an actual fabric.
seen here on the right,

the result is a square

of navy and sky blue

I then inserted this image into my Kaledo file and used it to
stripes.
make a new motif, which I applied to the bandeau top.
Technical Report:
Illustration for Box
Finally, I placed my model image into Illustrator, then copied

the Kaledo drawings and pasted them on top, to finish my multi-media

illustration. This was then put onto a grungey looking brown back-

ground for use to decorate my gift box.

Eleanor Linton for Urban Outfitters