Farrow sets sail with Camper racing yacht ‘billboard’ graphics
Farrow has been appointed as graphic partner to a Camper-branded yacht that will enter the 2011-2012 Volvo Ocean Race.
Shoe brand Camper is sponsoring the Emirates Team New Zealand entry in this year’s 72 275km global race.
Farrow and two other consultancies were approached in July and tasked with producing creative proposals for the look of the craft’s graphic applications.
Farrow founder Mark Farrow says the consultancy has worked through an iterative approach on the project, which included ’humorous, minimal and slick’ variations.
Describing the canvas as ’a giant billboard’, Farrow explains that, other than team names and some additional sponsoring, the ’whole yacht and apparel’ can potentially be given over to the project.
Designs are now being finalised and Farrow says that they may ’filter through’ to retail outlets and could be seen ’across clothing’.
London consultancy GBH designed the graphic application on a Puma-sponsored craft which entered the Volvo Ocean Race last year and was designed to look like a shoe – a bid by Puma to position itself as a lifestyle brand.
Farrow’s designs will be unveiled in the run-up to the race, which takes place between October 2011 and July 2012.
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