Katie Craig

The first project displayed is 'Graft Cider', my response to Brand Opus' 2024 Hatch Brief. The brand name was inspired by two definitions of the word 'Graft' — The first definition being the process used to propagate fruit trees, the second being the slang Gen Z definition of 'Graft' meaning to flirt. Fusing and duality are two things that are baked into the entire identity of 'Graft'. With a target market of 18 - 34 year olds, Graft aims to cause a stir in the cider market as the ultimate drink for singletons who are out ‘on the graft’. This project was largely inspired by wordplay, each flavour name is derived from common sayings applied to those in happy relationships.

The second project displayed is 'Dopamine Decor', my response to ISTD's 2024 Joybringer Brief. For the target audience, the general public, this publication aims to demonstrate why our homes should not be deemed solely as storage space or a place to sleep. Paying more attention to the way each of the rooms in a home is arranged and decorated can positively impact our mental wellbeing. There is a myriad of methods to enhance our moods through the way we arrange and decorate our living spaces. The publication outlines these methods and explains the ways we can implement them in each room. Dopamine Decor carries forward an eclectic aesthetic to emulate the feeling of a house comprised of different rooms.