Joel.R.Anderson & Happy Tees Bagging

Role
Brand & Package Designer
Year
2025
Industry
Fashion
JRA lockup beside a model in gold lace
Campaign portrait, trench coat in lamplightCampaign portrait, pinstripe suit
Garments rolled and wrapped in a branded box
30S pattern, pink and tan30S pattern, orange and aqua30S pattern, cream and yellow30S pattern, pink and magenta30S pattern, cream and orange30S pattern, green and lemon
Happy Tees shopping bags in striped colourways

Joel.R.Anderson: a serif monogram, warm film-grain campaign and archive-style packaging. Happy Tees Bagging: the 30S mark blown up, mirrored and cropped into stripes, with seasonal colourways so the bag becomes collectible. Creative direction by Anderson Edewor.

Design

The campaign shoots low and warm: tungsten light, film grain, and the monogram set small in the corner. The clothes carry the frame: the brand signs it.

The oversized numerals wrap around every face of the bag, so no two sides read the same. Colorways rotate seasonally while the cut, cord, and small centered 30S mark stay constant.