Johnny Cupcakes Joke Store

Johnny Cupcakes Joke Store - student project

Hello and here we go!

Hey, Cool Shirt: Designing Effective T-shirt Graphics


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.

Johnny Cupcakes Joke Store - image 1 - student project

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

Johnny Cupcakes Joke Store - image 2 - student project


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
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.
Johnny Cupcakes Joke Store - image 3 - student project

Strong typography and catchy phrases are often used.
Johnny Cupcakes Joke Store - image 4 - student project

An original character developed by the brand is often remixed.
Johnny Cupcakes Joke Store - image 5 - student project

Brand Mash-ups:
Partnerships with other brands are sometimes used to create new graphics that are a blend of both brands.
Johnny Cupcakes Joke Store - image 6 - student project

Original Artwork:
Original artwork is often created that represents the brand personality. Imagery is based on strong visual references.
Johnny Cupcakes Joke Store - image 7 - student project


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.

Johnny Cupcakes Joke Store - image 8 - student project


Show and Tell

I am an Art Director in Denver, CO.
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

Johnny Cupcakes Joke Store - image 9 - student project

Comedy Show Posters

Johnny Cupcakes Joke Store - image 10 - student project

Skate Deck Artwork

Johnny Cupcakes Joke Store - image 11 - student project

Snowboard Artwork

Johnny Cupcakes Joke Store - image 12 - student project

Projection Mapping Graphics

Johnny Cupcakes Joke Store - image 13 - student project