DAZZLE
A clothing brand to help young people with vitiligo feel comfortable in their skin by diverting attention from their skin to the pattern of their clothes to reduce stares. The brief was aimed at 16-25 year olds.
Define.
Once finding my target audience, I got in touch with Faizy Legend who is a vitiligo model. throughout my primary research what stood out to me most was the need to blend in when you are a young person with vitiligo.
Following on from the interview with Legend I explored different forms of camouflage to play on the concept of blending in through my design. I then discovered Dazzle Camouflage, this is WW1 camouflage used to make ships stand out on the sea. The camouflage was designed to confuse, rather than conceal.
I started applying this pattern to spaces where your skin would be the most on show. I decorated a pool setting with the Dazzle pattern so it would make young people with vitiligo feel that nobody was staring at their skin.
Within the pattern, I hid phrases like “Stop Staring”
"I'm Unique”
When coming up with a brand identity I wanted to stick to the recognisable monochromatic style of Dazzle. I attempted different variations of negative space in the logo throughout my design process.
Packaging.
Developing my idea, I wanted to create something that would benefit young people with vitiligo at all times rather than just in one setting. This is where the idea for a Dazzle-themed clothing line was born.
To expand this range I created different variations of designs with different phrases hidden in them.