ASK LAB developed a print design for a Helmut Lang design competition, approaching the brand’s aesthetic with a playful and unexpected concept. The graphic was inspired by food packaging, replacing the meat inside with individual letters that spell out the brand name.

The absurd visual metaphor creates a humorous contrast between an everyday commercial object and the fashion context of Helmut Lang. The design was first developed digitally, then printed and further reworked by hand with watercolor, adding an imperfect, tactile quality to the final artwork. The combination of humor, physical intervention, and graphic experimentation gives the print a distinctive handmade character.