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Yellow, Blue, Magenta, Beige
Yellow, Blue, Magenta, Beige
Anahita Razmi
MIDDLEEASTPAK, 2015
Backpack with altered logo
40 x 30 x 18 cm each
15 3/4 x 11 3/4 x 7 1/8 in each
15 3/4 x 11 3/4 x 7 1/8 in each
Edition of 100
This edition alters the logo of a known backpack brand by adding the word “Middle” and rebrands the backpacks with the new logo version. Ideas of labeling, copying and advertising...
This edition alters the logo of a known backpack brand by adding the word “Middle” and rebrands the backpacks with the new logo version. Ideas of labeling, copying and advertising mechanisms are put into question: What does one carry inside a MiddleEastPak? What could one imagine inside? Does the original brand slogan “Built to Resist” get a different meaning with the altered logo?
The work aims to playfully address stereotypes, categorizations and associations by producing a “fake” brand, rethinking aesthetics and localizations of a copy culture within a global market.
The work aims to playfully address stereotypes, categorizations and associations by producing a “fake” brand, rethinking aesthetics and localizations of a copy culture within a global market.
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