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Branding and visual merchandising for Dr Martens' Willow collection, which revolves around the inspiration from the willow print on the china imported to England in the late 18th century.

The concept is 'polished ruggedness' ; based on the juxtaposition between the fragile and vulnerable nature of delicate porcelain, and the robust process it takes to make porcelain. 

Showcasing the merchandise's hardiness and durability in contrast to its intricate print and design, elements of cracks and deconstruction are found throughout the visual merchandising.