BASTARD, Italy - Shifting Focus20th Anniversary CollectionWorkshop Three: BuzztardProject Leader: Margherita PaleariProffessor: Stefano CardiniGisella Cianci, Ekaterina Merzlikina and Jenai Kavarana

A new collection to mark Bastard’s 20 successful years. Considering that the Bastard team designs for themselves, as they have grown up we decided to shift focus but continue to target them, TODAY.

As it has been 20 years, the team is now 40+ years old and some of them are married and have children. So how do we target this team of skaters (ex and current) who have now taken the roll of family man?

We started by thinking of the main reasons people skate and we synonymously said: TO RELAX. Our proposed range of products aims to do just that, help people relax and de-stress.

BASTARD / Shifting Focus20th Anniversary Collection

During the last 20 years the world has seen a lot of violence and plenty of disasters that have affected millions of people. In our collection we want to make products and graphics that represent this in a ‘Bastard’ way with an edgy and ironic twist. We want the users to steer away from violence and release their aggression in a healthy way.

Concept / Deeper MeaningMake love, not war

Inspiration / Graphic ResearchAesthetic Feel: Life and Death

A silver lining is a metaphor for optimism. The best way for people to lead a stress free life is if they always look at the bright side of things.

The Italian proverb of the same meaning is: NON TUTTO IL MALE VIEN PER NUOCERE

Our collection will feature a wide range of products that are common in helping people relax and take a break at the end of a long working day or whenever they are facing daily disasters. As Bastard’s slogan is: ‘Made by those lazy Italians’ we feel that these new products are the way forward for Bastard’s laid back approach to design, products and life.

Silver Lining / Collection nameEvery cloud has a silver lining

Life is about choices, you can choose to bring peace or hate to any situation. With the help of our de-stressing products we hope to help the users subconsciously choose peace over hate, life over death.

We hope that the optimist in you will see the peace sign rather than the harsh middle finger - focusing on the silver lining of the graphic. To us, the glass is always half full.

The font we chose to use is very linear and angled to match the aesthetics of the actions of skate boarding and snow boarding.

Silver Lining / LogoMiddle finger peace sign

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We wanted to make tabs for the products so that the brand can stand out. We chose a 3 colour at a time palette due to printing methods and reducing costs.

We decided that the most effective tabs were black and silver backgrounds. But decided to try out some different colour options too.

Silver Lining / Logo, TabsColour Palette

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Our graphics have an ironic twist to them. They represent life, death and more importantly peace. The dead are trying to communicate with the living world. Standing up for what they believe in. Death is the result of what violence stands for. The dead knows what is in store for those who cannot find their own silver lining in this world. Here in our graphics we give the dead a voice. We cannot bring the dead back to life and their not easy at forgiving but they do stand up for peace.

Silver Lining / GraphicsLife and Death

All the materials we decided to use are either reused and defects of already issued Bastard products. We intend to use the cargo pant fabric, especially the cargo pants that already have the abstract patterns on it. We we’ll also be using materials like wood, metal and rope.

Using old, recycled cargo pants (by offering users a 20%-30% discount) links back to the graphics of giving a new life to these otherwise dead products.

Silver Lining / ProductsMaterials, recycle, reuse

Having so much excess fabric from their cargo pants, Bastard already began upholstering their own furniture with their recycled fabric.

This is fabric is from their most popular products and what better way to celebrate their 20th anniversary than by paying homage to their first product?

Silver Lining / ProductsBastard’s current approach

The printing process that Silver Lining will be using will be screen printing. The texture and homemade feel that you get from screen printing is exactly what Silver Lining is looking for. Other benefits of working with screen printing economically a cheap and quick printing process. Its also perfect for printing at large scales. Screen prints are long lasting and can withhold harsh conditions with out fading. Another benefit of screen printing is the ability to print on any texture and fabric whilst still maintaining the fabric’s texture and appeal.

Silver Lining / ProductsScreen Printing

Silver Lining products range from small, medium and large. The small the product the cheaper it is and vice versa the large the product the pricier it may be. We want to hit all target ranges. Young, old, rich and poor. We wanted everyone to take part in this moment and celebrate Bastard’s amazing 20 years. Whether they believed in Silver Lining’s mission, or they just liked our products and graphics everyone could have and be part of the Silver Lining community.

Also we chose products that were stress relievers in some shape or form. Everyone is made differently and they also de-stress in different ways.

Silver Lining / Product RangeSmall, Medium and Large

What better way to release aggression than a punching bag. This product is made for those folks that need to be active. They physically need to work up a sweat get their hearts pumping to take it out on a physical object. We provided them with a punching bag so they can use this object than a human being.

Silver Lining / Product RangePunching Bag

A hammock was chosen for those that just need to relax after a tough day. It can be used as a chair as well. We want people to have the freedom to use it in and out doors. Especially for people living in smaller house holds.

The materials that are used for will be reused or defected cargo pants materials.

Silver Lining / Product RangeHammock

A hot shower does the trick for some people to relax. This curtain will be made out of the cargo pants as we wanted to create a slightly heavier and more opaque shower curtain to enhance the privacy of the user’s shower. It thus creates a relaxing zoning out area for the user. The shower curtain will be lined with plastic inside.

Silver Lining / Product RangeShower Curtain

Others definition of relaxing after a tough day is a nice ice-cold beer. Here Silver Lining provides specially made koozies using the cargo pants materials. These koozies also feature a small pocket for secret storage.

Silver Lining / Product RangeCan Koozie and Carabiner

A customized carabiner makes the koozie easy and portable when you’re traveling around town on your skateboard. This will have to be lined with a special fabric to keep the beer cool. The carabiner itself can also be used as a key ring etc.

Silver Lining / Product RangeBottle Koozie with Carabiner

Smoking for some people helps them relax. We had the same idea in mind of the koozie when it came down to the portable ashtray. Its light and with the carabiner easy to access especially when your on your skating around town. This will have to be lined with a fireproof material - aluminium is a suggestion.

Silver Lining / Product RangePocket Ashtray

The direct distribution model used by organizations to move products from production to buyer without the use of wholesalers and retailers. By eliminating the number of parties involved in the distribution process, significant savings can be realized. An organization using direct distribution must sell and distribute that product using their own warehouses and sales staff.

Bastard wants to eliminate the use of wholesalers and retailers as they want to streamline their methods of distribution, their sales will come from their website and their shop.

To increase more sales Bastard can opt for advertising to promote their website, expand and open more shops around Europe and then the world. Their website will need to feature more products and should be made more easily accessible.

Silver Lining / SalesBusiness Model

SILVER LINING SILVER LINING SILVER LINING SILVER LINING

WHOLESALER WHOLESALER

JOBBER

RETAILER RETAILER RETAILER

CONSUMER CONSUMER CONSUMER CONSUMER

Silver Lining / Sales / Website

SILVER LINGING PRODUCTS - INFO - TEAM - INSIDE BASTARD - BASTARD NEWS - BASTARD VIDEOS

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Silver Lining / Sales / Website

SILVER LINGING PRODUCTS - INFO - TEAM - INSIDE BASTARD - BASTARD NEWS - BASTARD VIDEOS

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SILVER LINING PUNCHING BAG

What better way to release aggression than a punching bag. This product is made for those folks that need to be active. They physically need to work up a sweat get their hearts pumping to take it out on a physical object. We provided them with a punching bag so they can use this object than a human being. The materials that are used for are reused or defected cargo pants materials.

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Inspired by Bastard’s current packaging, the draw string bags are perfect for this collection. Once again reusing the materials and the Sliver Lining graphics to make it exclusive for Silver Lining customers.

Silver Lining / SalesPackaging Options

This authentic SILVER LINING issued product isn't designed fro sissies. Inspired by military

life, it's tough enough to withstand some serious whoop-ass and won't let you down when the going get tough. Just don't expect to find us

crawling around in the foxhole with you. We are lovers not fighters.

The future of Silver Lining is continuation of the concept with new artist as well as taking the graphics already created and putting them on products already sells. T- shirts, snowboards and skateboards. Expending the collection as well as combine both Bastard and Silver Lining making them one.

Silver Lining / The next steps Graphics, concepts

Silver Lining / The next steps Graphics, artists

Grazie Mille / CiaoThank you for listening