GUY FIERI
2020 STREETWEAR COLLECTION AND WEB DESIGN
Creative Director — Assaf Swissa
Art Director — Jenny Kim
Designers & Illustrators —
Krystyn Claire, Joel Balbuena,
Brethren Design, Quyen Dinh
“We need a streetwear collection and an ecomm website in like… 3 weeks…”
When Guy Fieri calls, you deliver.
Hot off the press: delicious, spicy content. Welcome to Flavortown.
The Challenge
Guy Fieri’s brand for the past few decades has revolved heavily around his internet & TV personality. Before kick off, there was a graphics kit exploration still in progress, commissioned to explore and develop his visually non-existent (but very clear in a consumer’s mind) brand identity. Tons of great work, but no clear brand identity or vision.
And the 3 week turnaround.
Our Solution
We first & foremost aligned on a clear, north star to guide the sprint: Guy’s playful, internet meme lord status. We relinquished full design control in strategic areas to deliver within the tight timeline. We sifted through and threaded together hundreds of assets from artists to create the bones of Guy Fieri’s digital brand presence, merch collection, and official Gen-Z-leaning ecomm store.
