# Illustrated Criminal Branding The Hardened Package Desing by Johnny Kotze is Cleverly Disguised By Jana Pijak | Published 2013-10-13 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/johnny-kotze References: [inspirefirst](http://www.inspirefirst.com/2013/10/11/hardened-johnny-kotze/) & [behance.net](http://www.behance.net/gallery/Hardened/4649255) Showcasing a variety of clever disguises, this series of outlaw portraits is the work of talented illustrator Johnny Kotze. Entitled 'Hardened', this cheeky set of illustrations displays a solitary subject who channels a range of different characters that include a cowboy, a mobster, a pirate sailor and a tough viking. Created in collaboration with Jono Garrett, this illustrated image series is part of a clever packaging concept designed for a traditional padlock. The campaign concept aims to prove that a quality padlock will keep hardened criminals and outlaws from stealing one's belongings. If opened forcefully, the packaging allows only the top part of the lock to come through and gives its drawn criminals an unhappy face of disapproval. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 43% | Activity: 52% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What Makes This Trend Stand Out - **Clever Packaging Concepts:** Exploring unique and creative ways to make packaging more engaging and effective. - **Character-driven Branding:** Developing brand identities that embody different characters and personas to captivate consumers. - **Illustrated Design Elements:** Incorporating hand-drawn illustrations and artwork into various design applications for a unique visual aesthetic. ### Sectors Adopting This - **Lock and Security Industry:** Developing innovative lock designs and security solutions to deter criminals and protect personal belongings. - **Graphic Design and Branding:** Providing creative services that help businesses establish unique brand identities through visual storytelling and artwork. - **Packaging and Product Design:** Creating innovative and visually appealing packaging concepts that enhance product appeal and customer experience. ## Related on Trend Hunter - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Italian Lager Packaging Updates](https://www.trendhunter.com/trends/peroni-nastro-azzuro.md) - [Street Art-Style Gummy Packaging](https://www.trendhunter.com/trends/jolly-rancher-gummies.md) - [Coffin-Shaped Ice Cream Tubs](https://www.trendhunter.com/trends/the-alchemist-by-jdo.md) - [Anti-Theft Phone Cases](https://www.trendhunter.com/trends/unsnatchable-phone-case.md) - [Literature-Inspired Packaging Designs](https://www.trendhunter.com/trends/good-to-read.md) - [Custom Designed Wine Boxes](https://www.trendhunter.com/trends/the-prisoner-red-blend.md) - [Limited-Edition Collector's Boxsets](https://www.trendhunter.com/trends/collectors-boxset.md) - [Locking Lotion Bottles](https://www.trendhunter.com/trends/lotion-lock.md)