BRIMFULBRAIN is a case study on the end-to-end development of a brand.
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I started by ideating a creative concept revolving around the idea of being obsessed with something. My criterion for developing the brand was to keep the range of subjects broad enough but to maintain a distinctive trait in common among the different products.
I thought the brain was the perfect hub for linking up different passions and obsessions. I chose the brain not only for its obvious connection with the human psyche but also for the increasing interest in the subject in recent years.
I wanted "brain" to be part of the brand name, so I brainstormed about possible combinations taking into account the creative idea and possible alliterations. BRIMFULBRAIN was born.
I created the illustrations with Inkscape.
I represented the brain realistically while opting for a more abstract design for the accessories. Then, I blended the two styles together with a shared flat colouring—mixing the materiality of the brain with the intangibility of our consuming passions.
Below, BrimfulBrain Shop showcases the designs applied to products with playful descriptions that unfold the brand's TOV.
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