My work for this brand had two stages. First, to position it within a specific masculine niche, and later, to evolve it into something more commercial and easy to read.

The Evolution:

• Initial Phase (Grunge Style): I designed the first visual identity using dark grunge textures to communicate a raw, rugged feel for the products. While it was effective at grabbing attention, we realized the brand needed to become more legible for growth.

• The Redesign (Torn Paper System): I executed a complete redesign focusing on product differentiation and a better reading experience. I transformed the dark aesthetic into a digital collage system with a torn paper effect. This added texture and character without sacrificing the cleanliness of the design.