After unveiling their latest refreshing campaign, Hunter’s has collaborated with South African illustrator – Russell Abrahams ‘Yay Abe’ to develop a one-of-a-kind design on the bucket hat inside the Nothing’s too hot for Hunter’s pack.
Speaking on the collaboration, here is what Abrahams had to say:
Tell me more about how you started out as an illustrator and how you got into the industry?
“I’ve always had a passion for drawing but initially had no idea how to take it further. I decided to study graphic design after High school. During my 3rd year I became one of Design Indaba’s emerging creatives. It was here where I started to meet other illustrators and some industry folk. Slowly, but surely, brands would trust me enough to work on their campaigns. Fast forward 5 years and I am now running a little studio called Yay Abe. We’ve recently moved into studio space so hopefully this year is a HOT one!”
What are your favorite materials to work with when illustrating?
“As of late I’ve really enjoyed painting murals. I guess it’s the large scale format that I find intriguing. I use every medium from house paint, inks and spray paint.”
Have you seen the industry grow, and if so, how?
“I’ve definitely noticed a change within the industry. I’m seeing a lot of young people take the initiative to create the work they want. This in turn grabs the attention of big clients and allows them to create work that would have taken the youngin’ a lot longer to achieve. I guess the power of social media has come into play. Which is great as it’s allowed young designers access to people who have usually been guarded by gatekeepers.”
Explain your Hunter’s HOT design and the inspiration behind it?
“For the design I used my signature ‘A-Okay’ hand which is holding a match stick. I then decorated the design with ice blocks and water droplets to show the cool side of Hunters. The main aim was to create a pattern which took from SA aesthetics but also push a contemporary pop art voice. It’s a happy-go-lucky design that I hope people can have a conversation about and hopefully smile over it.”
What’s your Hot? What is your own interpretation of HOT!
“I feel hot is anything which pushes the avant-garde. From making music or creating sculptures, If one has this mind set throughout the creative process… I’d call it HOT!”