BMW LIFESTYLE APPAREL
Graphic tee design concepts for BMW Lifestyle Apparel.
Project Brief: Design apparel for a business or organization.
I chose to create concepts for BMW Lifestyle Apparel because I noticed a lack of products that would appeal to younger demographics. Their current products cater to a small niche since many of their products are BMW-branded polos.
My graphic-tee concepts are stylized in a way that will appeal to younger enthusiasts, which will help widen the reach of BMW’s brand.
California Baptist University
Class: GDM430 – Advanced Image
Instructor: Heather Burt
Project: “Apparel Design”
Term: Spring 2018
RESEARCH
The current lineup of BMW Apparel targets a specific demographic that fits within the, “young, active, and wealthy,” lifestyle. Marketing images from BMW’s apparel store reinforce that concept.
Aside from a few graphic tees that I found, most of BMW’s apparel feature small brand logos on t-shirts, golf polos, and activewear.
More examples of branding imagery found on the BMW Apparel website. Note the specific lifestyles shown, which depict a sporty, active individual.
A selection of apparel examples currently sold on BMW Apparel. While there were a few graphic tees, a majority of their products were polo shirts.
DESIGN CONCEPT
My concept behind this project is to expand BMW Apparel’s reach to demographics other than the ones that they are currently reaching out to.
Introducing graphic tees that can appeal to BMW enthusiasts, and car enthusiasts in a broader sense, can help to give even more awareness to the BMW brand, not to mention offer a more diverse selection of apparel. The end goal is to reinforce BMW’s mantra of, “The Ultimate Driving Machine,” and tapping into the marque’s noteworthy models can help.
These graphic tees feature original illustrations that I created in Adobe Illustrator.
DESIGN 1: HERITAGE LINE
This concept highlights BMW’s historic models. The graphic wraps around to pique the viewer’s interest regardless of the shirt’s direction. Featured Model: BMW M1.
DESIGN 2: MODERN LINE
This set features BMW’s current model lineup. The graphic wraps around the shirt, much like the Heritage Line. These two concepts serve as a complement to one another, where old and new models are highlighted. Featured Model: BMW M4.
DESIGN 3: BMW ORIGINAL PARTS
This lineup of shirts is inspired by blueprint drawings and are simple vector-line renditions of various BMW parts. Featured Items: M88/3 inline-6 and Style 37 wheel.
