The design approach drew direct inspiration from vintage fruit sticker aesthetics, capturing their bold colors, playful typography, and pop-art qualities that naturally evoke the 80s era. Each crest was built around impactful slogans rooted in skateboard culture, urban lifestyle, and street fashion. The phrases balance humor with authenticity, speaking directly to the community while maintaining the brand’s vision as a modern British label with Californian skateboarding roots.

Original artwork was meticulously crafted to function across multiple applications, from small-scale stickers to large outdoor signage. The color palette and graphic treatments were carefully selected to ensure the designs translate seamlessly across different materials while maintaining their punch whether printed on fabric, applied to skateboards, or displayed as exterior branding.

The final collection represents a thoughtful blend of creative direction and research into skateboarding’s intersection with music, art, and urban creative culture. Each piece contributes to Concrete’s identity as a leader in street style, offering merchandise that resonates with the target demographic through authentic visual storytelling and memorable messaging.

SKP van Os, 2026
Disciplines: Brand Identity, Graphic Design, Illustration, Typography