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Campaign | Brand Identity | Packaging Design

The brief was to create a pro-immigration campaign for Fred Perry. The campaign is aimed at uniting people in the UK though their love for food, music and Fred Perry. The brand has been involved in many subcultures since the 1950's that have shaped Britain as we know it today, one of these was the 2-tone movement. White British youths and newly migrated Jamaican youths came together and bonded through their love of reggae ska and fashion. My campaign is the Multi-tone Movement, playing on the word multicultural, this includes anyone and everyone. The visual identity of the 2-tone movement is contrasting black and white elements including black and white checked squares, I have adapted this with multicoloured checkered squares for the campaigns visual identity. The campaign will be run from a pop up store based in Brixton, that will sell Fred Perry polo’s that are designed based on colour ways of country flags.
Included in the packaging for each polo Is a recipe from the chosen country and an immigration story from a migrant from the chosen country. This aspect of the campaign is to open people’s minds to other cultures by reading these stories and cooking their food. I feel this is a way to connect to people on a personal level. Monthly Multi-tone events would be held at the store, where there would be food and music from a chosen country. This allows people to try and taste the food, be educated about the country's culture and mingle with other open-minded people.