FC Bayern Munich
SERVICES
Creative Direction
Product Storytelling
YEAR
2023
INFO
For Bayern Munich’s 2023 Wiesn kit, we wanted to explore what happens when a football jersey is designed first for the fan. The creative direction draws from the botany of the Bavarian Alps, translating the delicate wildflowers found along mountain trails into a hand-drawn graphic. Every flower was individually illustrated in Procreate, capturing the imperfections and attention to detail you might give to a specimen discovered along the way.
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The idea was to challenge the traditional boundaries of football product. Rather than simply adapting a performance jersey for lifestyle, we created something conceived from the beginning for how fans would actually wear it. The graphic was developed across two colourways and two executions, engineered and sublimated, giving the same idea completely different personalities.
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It became an early expression of a belief that continues to shape my work: football product doesn’t have to choose between performance, identity and style. Sometimes the best way forward is to design something that was never meant to be worn on the pitch in the first place.
