A&F Design Challenge



A two-week design challenge done for Abercrombie & Fitch. The task was to select one of Abercrombie & Fitch’s brands and create a t-shirt package that was seasonally-appropriate, encompassed the brand’s handwriting, and resonated with the customer demographic. I chose Abercrombie & Fitch, whose target demographic is millennials ranging from their early-20s to mid-30s.



research & process




In order to better understand the target audience I was working with, I did research on current pop culture, music, social media, and other trends that prevelant among millennials and compiled my findings into a customer profile, building a profile of A&F’s customer.



Next, I researched current trends in typography, marketing, colors, moods, and anything else in the fashion industry that I felt were relevant to the customer profile I’d built.



Having informed myself on the interests and fashion trends among my target demographic, I compiled a moodboard revolving around a specific theme—vintage styles and traveling. I pulled references from vintage labels and signange, vintage clothes, and modern clothes implementing vintage influences.





I brought my designs into Illustrator and created more polished explorations of my hand-drawn thumbnails. After testing all of my selected ideas, I narrowed down the ones I felt like had the most potential and successful elements and refined them further.







01. T-Shirt Mockups




02. Signage




jessica he—baltimore, maryland
design—illustration—photography
jhe02@mica.edu