Dry UK

Dry design are interesting design group, they try to think outside of the box and come up with innovative campaigns. ideas based, concept based original campaigns. They come up with a concept a campaign concept then the apply this to create a range of different outcomes. Theyre work encompasses the realms of environmental design, marketing, art direction, campaign management. They're work doesn't rely on a particular format, they don't use a particular tool in the way of typography, illustration, digital media. theyre given a brief and they react to it using tools that are appropriate to the task whether this be poster, environment design, shop design.

Theyre client list tends to go towards clothing and youth culture enterprises. This i think has given them creative freedom because these brands have to be seen as being creative, they have to offer up a brand identity of being fun and exhillerating.

theyre client list

Firetrap
fatface
habitat
office
highbury college
ben sherman
bowery
wrangler
dead teen
lee jeans
sprite


http://www.dry.uk.com/






Old store infected with furniture eating spots

initial concept drawing

pre launch staff t shirts
POST LAUNCH 48 SHEET BILLBOARD FEBRUARY 2007
ENCHANTED HELPER
ENCHANTED BEDLAM MORRIS FOLK AT THE LAUNCH EVENT
ENCHANTED WINDOW


The dry team were asked to create a campaign that would encompass the closure of the old store and the launch of the new store. They decided that the old store would contract a spotty furniture eating disease which would slowly grow week by week until the whole store including the furniture were consumed with large swirls and dayglo spots. The furniture, being adverse to the disease would morph into creature hybrids with wings and feet and flee to the new store. "we wanted to captivate the loyal habitat shopper while engaging the new, to havethem enter a world of wonder, spectacle and theatre.

Dry took this idea and applied it to a range of different mediums.

Instore disease installation
3d hybrid furniture sculptures
ads
guerilla magnet campaign
pre and post door drops
launch day event
enchanted little helpers with giveaways
enchanted white horse and carriage
silver tuk-tuks
enchanted nibbles
dark enchanted morris men
mettallic balloons
diseased tees
enchanted tees and hoodies