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INCOHERENT THOUGHT

@inco_herentthought

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【ｆｉｎｄ　ｍｅａｎｉｎｇ　ｉｎ　ａｂｓｔｒａｃｔ】
Merch + Product Design🔥
🌏 Melbourne // Naarm
Want to work together? Email below 🤝

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@sleep_token ‘Even In Arcadia’ Album Launch Range

2025 truly is the year of Sleep Token, and it’s been incredibly exciting to welcome in this new era for the band. Leaving the beige and black of Eden for the rich tones of Arcadia, this range presented a lot of huge opportunities for expanding the creative universe of Sleep Token and bring it to life with the merchandise range.

Sleep Token of course don’t do things by halves, so not only do we have a full visual lore for the album & songs, but we’ve got an additional layer for two competing entities - House Veridian, and Feathered Host. Once again shoutout to @alextillbrook for being the guiding beacon for visual identity, getting to work with his illustrations and help bring the identity of Even In Arcadia to life was such an exciting new step forward.

Personal shoutout to potentially my favourite design - the EIA Crop Tee (scroll through to see the detail). I wanted to challenge myself to create interweaving text for this design because I felt it’d be a great way to frame the character on the EIA Art, and I absolutely adore the detail in the shading that I accomplished here. Speaking of challenges - this was my first time designing OBI Strips - which was a pretty exciting new area I’ve not touched much before. As an avid vinyl collector, it’s such an underutilized canvas - so getting to spruce up the AUS Vinyl with a clean OBI was great fun.

What do y’all think of the range?

#MerchDesign #Design #GraphicDesign #SleepToken #Gothic #Abstract #Merchandise #Vessel #EvenInArcadia #Metal #Heavy #HeavyMusic #HeavyMetal #BandMerch #Prog #Merch #Emergence by @inco_herentthought

@theauntydonnagallery ‘DREM’ World Tour Range  This is truly my dream client, having been a fan of Aunty Donna for over 10 years now, being able to say I put this range together is a massive accomplishment for me. Getting to bring to life the chaotic universe of Aunty Donna is no easy feat, but having followed them for so long now gave me a real cheat code with understanding how they wanted to turn their comedy into fresh merchandise.  For me I really wanted to make sure that we were balancing old with the new - as the boys huge success with the Big Ol House Of Fun & the podcast had garnered such a huge new audience. This allowed me to bring to life newer crowd favourites like Cowboy, but also give a big wink to some of my favourite sketches including Haven’t You Done Well 6 & the glorious banger Chuffed.  When I’m designing these ranges, the biggest question I always ask myself to know wether or not the range will be successful is simply ‘would I wear this?’ - and for me I’d love wearing anything in this range. Personally I think my favorite is the Drem Tee, as designing for light garments is something I’m trying to improve on, and I’m really happy with how that one came out.  Also, scroll to the end to see younger me getting involved with the AD boys!  What do y’all think of the range?  @archivesarea
@digital_archive   #Merch #MerchDesign #Merchandise #AuntyDonna #Cowdoy #PUD #Panettone #GraphicDesign #Comedy #sketchcomedy by @inco_herentthought

@jackbotts | Live Across Aus Range  
Had the absolute pleasure of linking up with Jack Botts & his team to put together and design the merchandise range for his 2026 Australian Tour Range. Celebrating the release of his new album Days & Days, I wanted to really meet the charm of his songwriting with a coastal visual feel that would feel in place being seen on a Sunday session at a Byron Bay bar.  For me this was a real first of pushing my illustrative side, and I’m really pleased with the result. Matching the rustic charm of Jack’s music, I wanted the illustrations to feel as if they’d been sketched on ink across old paper, so this was a great opportunity to really fine tune my texturing process with my drawing, and really understand the difference between blending in a subtle ink bleed, and trying to avoid a rorschach ink blot.  The most vital part to the Aussie coast is the sun, and I felt that needed to be a leading icon throughout the range. Operating as an element of the tour tee, while also leading the Cap & rounding out the Album Tee, the Sun icon helped to adorn the more subtle executions with a graphic that still communicated the beachy aspect to the album.  More to touch on here, but that’s for another day.  What do y’all think of the range?

#JackBotts #Merch #BandMerch #GraphicDesign #MerchDesign by @inco_herentthought

@nikkiwebsterofficial | Strawberry Kisses 25th Anniversary Capsule

Sometimes you get hit with a true gem in the inbox, and this was definitely one of them. A true cultural icon, designing merch for Nikki Webster is a badge of honor as an Aussie.

Really leaning in to the 90s / Y2K kinda vibe, I wanted to really try and emulate the softness of an airbrush-esq look, while also keeping the text shapes sharp to contrast the large imagery. Pairing the tee is the super sick strawberry camo cap, perfectly pairing the vintage feel with a modern fashion sense.

Thanks to Nikki and her team for the opportunity!

#NikkiWebster #Y2K #Merch #Vintage #graphicdesign by @inco_herentthought

28 Years Later THE BONE TEMPLE | Unofficial Concept Idea  To me one of the most exciting trilogies of this decade is seeing the world of 28 Days morph into this mega cinematic beast with the 28 Years anthology. With a (mostly) new cast bringing the cursed zombie world to life, the story told within these films is one I’ve always found beautiful.  The Bone Temple to me is such an incredible feat of visual and story that’s quite positively becoming the norm for modern day horror. Ralph Fiennes produced another show-stealing performance, while learning more about the Jimmy and his gang reminded me a lot of Hostel and its nonchalant brutality. 
Designing this tee was a great challenge for tweaking my image processing techniques - the close up slide shows the really clean halftone effect I’m getting. Seeing @miserytakeme great discussion around lighting recently motivated me to really understand how light can be tweaked to create dynamic, and I think it’s come together quite beautifully across the supporting cast being engulfed by Dr Kelson’s flames.  Might potentially do a print run of these if there’s interest…. 
@archivesarea
@digital_archive
@repostees

#MerchDesign #Design #GraphicDesign #Horror #abstract by @inco_herentthought

limited edition wizard tee now available!

link in bio.

@inco_herentthought 🤝 @andy.hook.art by @inco_herentthought

Backrooms | Unofficial Concept Idea

Potentially my favourite horror film of the year, I’m in awe of what Kane Parsons has been able to achieve in bringing the Backrooms to film.  There’s something almost lovecraftian about a whole new dimension that can simply exist out of nowhere, so I really enjoyed how the film brought new life in to this series that’s been going on for several years now.

Special shoutout to the central section of the tee here - I’ve really been refining my realistic lighting & shadows recently so I thought it’d be a great opportunity to rebuild the key hallway from the film, and try to make it almost feel like the never ending corridors of The Shining.

Might potentially do a print run of these if there’s interest…. 
@archivesarea
@digital_archive
@repostees

#MerchDesign #Design #GraphicDesign #Horror #abstract by @inco_herentthought

@guysebastian | 100 Times Around The Sun AUS Tour Range  I had the incredible pleasure of working with Guy’s team to put together this range for his recent Australian Tour!  All based around his new album 100 Times Around The Sun, this range had the ultimate challenge for a merchandise spread - versatility. Guy has such a wide audience of adoring fans that need to be catered for, and his team really wanted this range to focus on a fashion forward approach.

Anchoring this range to the bold colour scheme of the new album, we opted for a heavy use of clay & cream tones across the blanks to anchor the range. This allowed me to build the range up with the pastel-like tones from the album campaign, and when paired with the gorgeous serif typeface - this gave me the perfect recipe to craft a fashion foreword range. The hoodie front print featured did get changed to mirror the tee in the end, but it still looked great.

Really proud of how this range together, especially getting to use a lot of lockups & layouts that I haven’t been able to try before.

What do y’all think of the range?

#GuySebastian #Merch #BandMerch #GraphicDesign #MerchDesign by @inco_herentthought

@sleep_token | Feb Summer Range  Another gorgeous range for a simply gorgeous band, Arcadia is transcended once again in the most recent merchandise range I had the pleasure of putting together for Sleep Token.  I wanted to really push this range to be another standout for the band, as this time I wanted to focus on the connection between the artwork and the music.  This is perfectly encapsulated by the Infinite Baths tee, which features ‘The Empyrean’ - an absolutely breathtaking work by Gustave Doré. The Divine Comedy is a piece that I’ve been deeply motivated by throughout my time running Incoherent Thought, as the stories within the poem are such fantastic pieces of creative thinking that really fuelled my interest in the abstract and conveying it visually. I love reading all the fan interpretations around the connection this artwork has with Infinite Baths (many that even differ from my own), and that’s why I love that art can inspire such passionate discussion.  For those who have been around a minute, the second drop of Streetwear I did back in 2023 called ‘VISIONS’ was strongly inspired by Inferno, and the hoodie even have a tinkered quote fixed on the sleeve.  Continuing this theme with the hoodie, the front text lockup is something I’d been sitting on for over a year but had not been able to figure out how to make it work for a design. After continual tinkering, I finally realised the typeface paired beautifully with the sonic world of Arcadia, so I paired a similarly bold back design and brought it onto the hoodie. I really enjoy exploring the interesting and abstract forms of renaissance inspired typefaces, so I thought this one with its wax-like bridging would be a gorgeous fit for the current Sleep Token style.  What do y’all think of the range?

#SleepToken #EvenInArcadia #Token #Merch #graphicdesign by @inco_herentthought

@six60 ‘Live On The Steps’ Collection  Recently I’ve started working with the brilliant SIX60, and as they recently performed on the Sydney Opera House steps, I had the pleasure of bringing their merchandise range to life.  The Sydney Opera House is no mean feat to play, and to really honor this event we had to make sure the product range had a great variety of options for all punters. The clear focal point was the gorgeously clean ‘Live On The Steps Tee’, situated as the event tee and was a design I loved putting together because I wanted to build a big flowing back print to contrast against the clean and simple front chest.  Following on the Longsleeve was something different for me - trying to imitate the classic illustrated Australian aesthetic, I had a crack at drawing this time and I was pleasantly surprised at how strong the final design came together.   Rounding out the range was the accessories - the all conquering Stubby Holder & gorgeous Opera House Drip Tote Bag. Finding a way to let the accessories in the range sing on their own while continuing the main aesthetic can be a challenge, but for this range I was really able to continue the aesthetic of the range to create some great secondary products for punters.  What do y’all think?  #Streetwear #SIX60 #Merchandise by @inco_herentthought

@merchjungle streetwear capsule

It’s always a great time working with the team at Merch Jungle, and it was an absolute pleasure getting to put together a streetwear capsule for them.

I wanted to really try and magnify the idea of merch jungle in 2 areas - being the kings of the merch jungle, and their connection to the Australian music scene.

Expanding the jungle identity, I thought the King Cobra proudly exemplified the persona of Merch Jungle - leaders of the pack, and key movers in making exciting merchandise. What I really love about this design was getting to create the double layered front design. Intricate details always grab my attention, and especially when those details can weave into key wordmarks, it creates a really fascinating structure for the front chest.

Highlighting the teams connection to the Aussie music scene was something I wanted to make proud and wearable, which is why I opted for the classic ‘shop tee’ vibe. Inspired by brands like Deus Ex Machina, I wanted the touch and feel of a hands on business with this design and I love how the grey tone pops on the gorgeous purple blank.

What do y’all think?

#Streetwear #Merch #merchandise by @inco_herentthought