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Patrick McDowell

Crafting Narratives in Fashion

Meet Patrick McDowell, a visionary London-based designer reshaping the fashion landscape. With roots in Liverpool, McDowell crafts stories through his unique blend of sustainability, humor, and historical inspiration. Our collaboration started as a shared passion for pushing boundaries and exploring unconventional narratives.

"Where Threads Weave Tales: Navigating Fashion's Unconventional Terrain with Patrick McDowell."

As part of the Heritage series, VELO sought to immerse consumers in the enchanting world of Swedish culture and nature. Through connected packaging, the brand aimed to deepen the storytelling around its limited edition Frozen Cloudberry flavours.

Upon scanning a SKU-specific QR code on the Heritage Limited Edition Product, consumers embarked on a digital journey through the captivating landscapes and cultural nuances of Sweden. This digital experience served as a portal to explore the brand's entanglement with Swedish heritage.

The journey unfolded through a series of ASMR (Autonomous Sensory Meridian Response) experiences, transporting users to iconic Swedish locales. From the tranquil Swedish Archipelagos to the mesmerizing spectacle of the Dancing Northern Lights, each immersive encounter contributed to a broader narrative surrounding the Frozen Cloudberry edition flavours.

Reimagining
the Tapestry of Faith

As the designer of the Audio landscape, my responsibility was to craft an auditory experience that harmonised with the visual elements of the digital journey.


Drawing inspiration from the serene beauty of Swedish nature, I curated a captivating audio landscape that heightened the sensory immersion for users. Through meticulous sound design and composition, I aimed to evoke the essence of each scene, enriching the storytelling of VELO's Heritage series.

My Role

While specific data and impact metrics are still being gathered, initial feedback indicates a positive response from consumers.

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The connected packaging and immersive digital experience have garnered praise for their innovative approach to product storytelling. By elevating tradition and embracing nature, VELO has not only enhanced its brand narrative but also forged deeper connections with consumers who appreciate the cultural significance behind the Frozen Cloudberry flavours.

Data and Impact

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