PLEUNSCHNITGER
CARVED
Introducing Carved_ A limited edition jewellery collection exclusively crafted for the Dutch brand New Amsterdam Surf Association. Inspired by the visionary art and philosophy of Dutch artist Piet Parra. The concept reflects a realistic view of what it means to carve your own path, where honesty, encouragement, and freedom take center stage, including the inevitable setbacks. Designed for the modern urbanite who values freedom, where the jewelry serves as a medium for self-expression.
By combining the raw, rebellious identity of New Amsterdam Surf Association with the personal, narrative-driven approach of Piet Parra, the brand encourages men to carve their path.
My responsibilities:
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Target group analysis, trend research & SWOT
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Brand identity, visual concept & product development
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Packaging design & brand positioning
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Campaign concept: Carve Your Path
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Creative direction, communication tools & campaign brief
The campaign translates the concept into a bold, emotional experience: real stories, expressive visuals, and a tone that resonates with Gen Z values. CARVED becomes a platform for freedom, resilience, and modern masculinity.
