Drugmetal
I developed the project from the ground up, including the brand strategy, communication framework, visual identity, typography, packaging concept, and overall brand world. The result was a fully realised brand designed to demonstrate how thoughtful creative direction can transform a traditional product category into a contemporary cultural proposition.
Branding / Creative Direction
Drag Metal is a conceptual brand created as my final project at Condé Nast College of Fashion & Design during the Creative Direction programme. The idea explored how vintage jewellery could be reintroduced to a contemporary audience through digital communication, branding, and modern commerce. By combining the cultural value of vintage objects with current consumer behaviour, the project sought to create a bridge between heritage and the digital world.
