"Devil's Claw"

Devil’s Claw is a bold brand revitalization concept for an exotic seed company, developed as part of a creative exploration through CRAM! Inspired by an image I came across—gardening gloves with American Traditional tattoo art illustrated on the gloves—I envisioned a seed brand that merges tattoo aesthetics with alternative, eco-conscious values.

Devil’s Claw is a bold brand revitalization concept for an exotic seed company, developed as part of a creative exploration through CRAM. Inspired by an image of gardening gloves illustrated in American Traditional tattoo art, I conceptualized a brand identity that blends classic tattoo iconography with eco-conscious values—designed to resonate with the alternative individual who finds creativity in nature.

The name itself, Devil’s Claw, is derived from a real seed pod known for its dramatic, claw-like shape. This inspired the packaging concept: each exotic seed variety would be housed in a pouch reminiscent of the Devil’s Claw pod emphasizing rarity, character, and collectibility.

Targeted at hipster millennials who value sustainability and individuality, the brand offers a chance to grow something as unique as they are. I initiated the idea and played a key role in shaping the brand’s tone and visuals: helped select the typeface, develop the mood board, curate the color palette, and draft the brand manifesto and principles to ensure cohesion and authenticity. Unfortunately, the Devil's Claw concept didn't move forward in the development process.