Peacock Summer is an apparel startup building a devoted brand-following around their mantra "Summertime. All The Time. Everywhere." Peacock Summer designs eccentric menswear that epitomizes the laid-back summer attitude. The first Peacock Summer product is the Peacock Shirt, the world's first one button shirt and the ultimate pool party attire.
Peacock Summer is the brainchild of Garrett Dobbs and Joe Kane.
|| Overview
Joe Kane and I met in graduate school at Art Center College of Design and quickly became great friends. We bonded through shared projects and light nights in the industrial design studio. During a celebratory backpacking trip after graduation, we witnessed too many clueless male beachgoers in tank-tops and faded t-shirts. Needless to say, we wanted something more exciting and fun to wear in the summer. So as a side-project we began developing the Peacock Shirt. When we started wearing functional prototypes out on the town, we got positive feedback from others. So we decided to put them up on Kickstarter to test the market. The Kickstarter crowd didn't pick up on the summer vibes like we had hoped, but we may revisit the brand in the future.
Over the course of producing the product and Kickstarter campaign, I completed product design and development for three Peacock Summer products, sourced manufacturing for the Peacock Shirt, completed extensive photography and graphic design for marketing materials, produced several marketing videos, and developed the Peacock Summer website (www.peacocksummer.com).
|| The Shirt
The Peacock Shirt is the world's first one-button shirt, perfect for sultry beach days or cool cabana nights. It is completely original in design, though reminiscent of the Hawaiian shirt. It features modernized Indonesian batik print design with a single custom-molded Peacock feather shaped button. Made from 100% Rayon, it feels silky and soft to the touch but is durable enough to handle repeated washings.
“Not your dad’s Hawaiian shirt”
|| The Shades
The Peacock Shades are made from 100% bamboo frames, a sustainable material that is both light and incredibly durable - they even float in water. The pearlescent green lenses are polarized to protect the wearer from long days in the sun, of which we expect there to be many. We put the arms of the glasses into a laser-cutter and fully etch the Peacock logo and our batik pattern from edge-to-edge.
|| The Opener
Our Peacock Opener is made from molded stainless steel and then wrapped in genuine leather that has been laser engraved with the Peacock logo on one side and the Peacock feather icon on the reverse. Durable saddle-stitching holds together durable materials, ensuring this bottle-opener will be hanging from your keys for as long as your doctor allows you to drink beer.
|| Marketing
To promote the Peacock Summer products and Kickstarter campaign, we produced professional level product photography both in studio and on models. In addition we made several original on-brand graphics that we used to advertise organically on Facebook and Instagram.
We also produced two episodes of Peacocktails (below). Peacocktails teaches summertime drink recipes in quick cuts and easy to follow steps. These videos were used to promote the brand on social media.
