Feid x HIDDEN.NY
FERXXOCALIPSIS French Fries
in my 3D Packaging Design course at FIT, we had to we were assigned to create a french fry package design for anyone or anything of our choice. I chose Feid in collaboration with HIDDEN.NY to promote the french fries at Feid’s FERXXOCALIPSIS show in Madison Square Garden in May 2024.
Salomón Villada Hoyos, better known as Feid, is a reggaeton artist from Medellín, Colombia. His stage name comes from the words: “Faith in God and in himself,” which translates to “Fe en Dios y en sí mismo.” The artist has catapulted himself into reggaeton history with songs like “Normal,” “Ferxxo 100,” “LUNA,” and more. Feid has since released nine studio albums, several singles, and featured on songs with big industry names like Bad Bunny, Karol G, Tainy, and more.
HIDDEN.NY is a streetwear brand that started from a mood-board-focused Instagram account run by an anonymous man based in Britain. His content is a mix of art, fashion (especially streetwear), design, and cultural references, defying what we think is the norm and whether this norm truly works. HIDDEN’s compilation of work is treasured and seen by many as a cultural approval if he reposts your content. As a result of his success, he began his own brand in the summer of 2018. “PAST, PRESENT, FUTURE”: HIDDEN’s trademark phrase, representing a blend of the old and the new with an emphasis on streetwear.
HIDDEN.NY’s platform is relatable because he brings upcoming artists into his world and amplifies their work. An example of this is with Feid, as he noticed how often Feid was wearing and supporting his brand. The two collaborated on very few pieces, like the iconic lower-case h encapsulated in a circle accompanied by one of Feid’s iconic ghost graphics (lead and created by his sister, Manuela Vilada).
this project required me to do thorough research on the brands and their demographics, create a SWOT analysis, and create persona profiles from said research. i had to then come up with ideas via sketches and gathering inspiration, make various test models with test graphics, develop the final graphic language, make Adobe Illustrator mockups of the design, develop an easy to follow dieline, and create the french fries for the product. for fun i also made a social media campaign.
i utilized Adobe Illustrator, Adobe InDesign, and Adobe Photoshop to create this project.
social media campaign.
final dieline and Adobe Illustrator mockup.
final presentation board.