Electric Boogaloo

This was a branding project in which illustrations were the center of the design concept. Electric Boogaloo is a vintage fashion label whose representatives are dancers with 80’s electronics as heads.

The name was inspired by the sequel of an 80's dance movie (which lead to me learning about the term Boogaloo: a genre of Latin music and dance, a fusion of popular R&B and soul music with mambo) Bright colours, bold font combinations and voilá- Enjoy my dancing queens!

Regarding the packaging, the clothing tags were a combination of illustrations printed on see-through paper, iridescent paper and colored paper. The tote bags were screen-printed in two colors and the boxes showcased the dancers with 80’s hit song lyrics. I really wanted the client to get a groovy, musical-like feeling not only while shopping in the store, but afterwards while enjoying the newly bought items at home.