Fresh to Death: An Inside Look
Over the year we have developed a few methods & strategies but two things we have always done, since day one, is to make every project have a meaning & direction and to make sure that meaning & direction stays vibrant and unhomogenized throughout the process from inception till it hits the shelves.
So in keeping with that theme I thought I would share my thoughts & everything that went into the process of making our last Limited Edition project, Fresh to Death.
Drawing the Lines:
The visual concept of the design actually came to me while I was drawing a completely different piece. I was in the process of drawing a custom font when I thought, “this font looks fresh”, in a double entendre sort of way. Yes, I meant “fresh” as in it looks aesthetically pleasing, but more then that what I was thinking was that the actual script of the font made me think of something “fresh”. Based on that trend of thought the next immediate thing to pop into my head was the phrase “Fresh to Death.” That’s when the creativity neurons started to fire. I realized that this phrase had words that individually could convey a completely different meaning then when combined together. I started to focus on the individual calligraphy of each word. Trying to draw the actual word in a way that conveyed the meaning of the word. The “Fresh” part I had down. The font made me think of a bakery that served fresh goodies daily. The “to” I wanted to convey the action of going. So I used an old race car font that I already had available in my tool bag. And the last part was “Death”, which I had to do justice. I took a simple bold font, manipulated it to make it elongated & look like the an old horror font from black & white horror movie. I then added the distress to the letters. Making it look weather torn and chipped around the edges. But it needed one final touch to tie it all together. So I added the exclamation point with the cross bones under it to pull it all together. Designing the rest came naturally after that. I took the Diamond Crew logo, X’d out the eyes, drew a set of teeth where one had been knocked out & added the cross bones as a final touch.
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