LovesickGang is a sub brand of Lovesick Festival company and is responsible for branding the merch line including pieces of clothing, bags, cups, tumblrs, face masks etc.
The key focus at creating a merch line was adapting to the core values of the brand while standing out at the same time. I aimed to break the habit of putting just the logo on a tee resulting cheap quality, I encountered the canvas of products from a more interesting perspective whilst providing a cost-efficient solution for creating them.
By choosing a different font and typing method for the logo I shifted the sub brand enough from Lovesick Festival in order to create its own atmosphere and identity as a movement and a way of being representing the freedom of the festivals.
All pieces designed under the influence of LovesickGang are standing for gender equality and celebrate uniqueness, freedom and lovesickness. Each item is inspired by different kind of street art and uses illustrative elements in a more untangled way compared to the core festival identity.
