BRAND FOR LIFE is a reminder of the realities and effects of our consumerism, seeking to redefine iconography and to challenge perspectives by juxtaposing western branding to a wider story. The purpose is not to condemn corporate culture, but rather to reconnect popular products to the process of making them, highlighting its human cost.
With the explosion of social media, we live in a culture of self-elevation, performance and adoration rather than tangible accomplishment. BRAND FOR LIFE aims to challenge the superficiality of over-commercialisation, not by shock but by understanding our connection to a wider humanity and by giving these characters a voice. The paintings bear no secrets, and are stripped down to just one core product. The brands shown represent consumer icons as a whole and the paintings are not commenting on these brands in themselves.