Graduation project
RASBAK
Floris Groeneweg
## “It’s a serious message in a fun package, meant to change the world of dog breeding.”
The features of purebred dogs have changed drastically over the years. The snouts of boxers and bulldogs are now remarkably short, golden retrievers and German shepherds have highly sloped backs, and the heads of chihuahuas and King Charles are unnaturally small. We may find these artificially selected traits cute, cool or funny, but for our furry friends they mean agony. Instead of using sickening videos of dogs in distress, the ‘RASBAK’ campaign takes a more positive stance, showing the beauty of mongrels with screen-printed promo wear. The fabric’s pattern combines three popular breeds, using secondary instead of primary colours.