ARC’TERYX

Freelance · Brand Designer · No AI Involvement · 2023

ARC’TERYX: Cambrian is a new clothing line paleontology & archeology concept. This Spring/Summer collection consists of high-quality outdoor clothing and climbing gear products.

Brief

In 2023, ARC’TERYX plans to launch a new line themed “Paleontology & Archeology.” As someone tasked to create this new visual identity, develop interesting mockups on how they would launch this product line.

Current Line Example

This is one of ARC’TERYX’s current clothing line. This step is important as the next line needs to be different yet maintain the look and feel of ARC’TERYX.

Progress

At first, the obvious route is to go with topography. Who doesn’t love the pattern and shapes it forms? But this is first level thinking. I’m here to create something unique, not recycle design.

Then I stumbled upon these imageries which historians, especially paleontologists & anthropologist sketch/generate after an x-ray to avoid ruining the historical piece.

Exploration

I jumped to Blender trying to replicate the x-ray shader effect using free fossil assets which some I have to tweak to get it just right.

The Brand Line

The iconic x-ray treatment is dynamic. It can be changed to any fossil/animal it finds fit. Which of course can be placed with animals from the Cambrian period.