We( us 2nd year graphics students) had to create a shadow brand of an existing brand and produce a niche. this is a sting in the tail, like an unexpected change. i chose nike , my brand will have the same look and feel as nike, but i will not be doing everyday clothing and sports wear. i will be doing stuff you will find in the kitchen. eg, chefs jacket, butchers apron, oven gloves, lunch boxes etc....
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