The Groovy Vibe: Groovy isn't just an apparel brand—it's a bold statement. They needed a visual identity that was as fluid, expressive, and rebellious as their audience. Our mission was to transcend static branding and create a limitless, adaptable system where the brand name remained the only constant.

The Challenge of Versatility: To thrive in the independent apparel market, Groovy required constant visual renewal. I was tasked with developing a comprehensive creative ecosystem—from custom graphics to packaging—where every element was optimized for the physical, imperfect beauty of screen printing.

To combat visual stagnation, I engineered a highly versatile logo system where the core "Groovy" name remains constant, while surrounding elements (illustrations, typography, and resources) continuously evolve. This extensive asset library allows the brand to refresh its apparel graphics each season without losing recognition. Scroll down to see the final logo variations and how the designs were prepared for screen printing.

A dynamic brand needs dynamic content. I transformed the original logo illustrations into high-energy 2D animations. This motion graphics package ensures the social media presence is as vibrant and engaging as the clothing itself, allowing the brand to lead with creative visual storytelling.

We tackled the challenge of cost-effective, high-identity packaging. The solution involved simple cardboard boxes given a raw, unique identity through custom stickers and a stencil for spray-painted branding.

Complementing the packaging, every order included multi-use brand cards—from care/info tickets to cards featuring a perforated die-cut element, subtly nodding to the user's creativity and the brand's culture.

Extending the brand into creative culture, I designed a custom, blank-page notebook specifically for the brand's audience of artists and thinkers. This "Creative Companion" featured apparel graphics as large, removable, die-cut stickers on the covers, positioning the notebook as more than just merchandise; it became a reusable piece of art and a tool for creation.

To ensure seamless execution, a toolkit of finalized social media assets and editable templates was delivered. This streamlined the posting process, allowing the Groovy team to maintain a professional, consistent, and on-brand presence online with minimal effort.