Proper Dirty

Mar 2023

Proper Dirty establishes its brand identity through a series of visuals that bridge the gap between lifestyle photography and graphic design. The project, executed by graphic design studio AND ASSOCIATES with photography by Rendell Catbagan, leans into a raw, candid aesthetic to define the label’s visual language. The imagery utilizes a grainy, analogue film technique to capture intimate, observational moments in both domestic and coastal settings. Beyond the lifestyle-focused photography, the campaign integrates clean, minimalist typography and editorial layouts, featuring product packaging details and digital e-commerce mockups. This synthesis of natural, earthy tones and structured design elements frames the brand within a contemporary, artistic context.

Advertising Campaign