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Johnny Cupcakes Joke Store

Hello and here we go!

Hey, Cool Shirt: Designing Effective T-shirt Graphics

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2. Sketching

Some rough comps of 2 ideas

Whoopee Cushion:
Replaced the original character with the JC mascot. Made reference to the original character in the background. Updated the dog to a Boston Terrier. Updated the title to brand name - not sure if this is necesarry or if should keep the type as Whoopee Cushion.

Trick gum:
Not loving this. Incorporating design from the research packaging. I don't know if it's a strong enough visual reference other than a pack of gum and the name of the brand gets lost

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1. What’s Your Brand?
Johnny Cupcakes

Who is Johnny Cupcakes?
Johnny Cupcakes is a clothing company founded in New England.
The brand is most widely recognized for their t-shirts, which are printed and sold in limited editions.

Brand Statement
Johnny Cupcakes refreshes iconic pop-culture imagery into modern, wearable graphics.

Brand Personality
Bold, fun, tough, exclusive, quality. Much of the brand personality is reflective of the founder’s
personal interests and personality.

Past Examples
Logo:
Originally developed from a simple play on the iconic skull and crossbones, the logo has taken on a life
of its own and has become a strong graphic element that can be stylized as a standalone image.

Typography:
Strong typography and catchy phrases are often used.

Mascot:
An original character developed by the brand is often remixed.

Brand Mash-ups:
Partnerships with other brands are sometimes used to create new graphics that are a blend of both brands.

Original Artwork:
Original artwork is often created that represents the brand personality. Imagery is based on strong visual references.

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Concept and Research
I went to a Johnny Cupcakes lecture series a few years back and remember JC talking about the beginning of his sales career, which was largely gag gifts and practical jokes. A tribute to this is where I will be starting my concepts.

The concept of taking the graphics of the packaging of popular joke items and marrying them with the JC brand seems like a natural fit. The graphics are bold, clean and humorous, which will be a good starting off point that ties in well with the existing brand.

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Show and Tell

I am an Art Director in Denver, CO. ecarenbauer.com
I don’t have a ton of time to focus on personal projects, so taking this class is my way of giving myself some time to practice something I enjoy that I would not be able to work on at my day job. And I get to work on a really fun client.

Here are some fun side projects that I HAVE had time for.

Kidney Transplant Fundraiser Tee

Comedy Show Posters

Skate Deck Artwork

Snowboard Artwork

Projection Mapping Graphics

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