Naadam produces high quality, sustainable cashmere clothing and were looking for a soft, cosy style of illustration to reflect the tone of their products and ethos. The illustrations were for use in the Naadam catalogue size guides, so needed to look accurately like their garments but with a loose, traditional feel that wouldn’t be easy to get with the use of photos.
I took Naadam’s requirements and created a way of bringing a traditional watercolour and ink style to digital painting. Keeping the designs digital meant I could provide a faster turn-over time (the deadline was tight!) as each garment’s colour variations could be derived from the first painting, rather than having to paint each colour option from scratch. It also gave me optimal control over the cleanliness of the paintings, giving them the perfect balance between modern/fresh and soft/traditional illustration styles.