09/01/2024
We were entrusted with the task of crafting a compelling brand design and accompanying identity strategy that felt premium but approachable and powerful. The look needed to encapsulate their core value of resilience in community.
We started with a conversation about what Muay Thai meant to the founder. Eric was introduced to Muay Thai as a fun and unique way to stay fit but quickly realized there was more to it. He was adamant about how training led him to be more disciplined, and how connected he felt with others in his journey. It was less about fitness and self-defense, but more about how individuals came together to knock each other down in the pursuit of building each other up.
We took those notes and applied it to our research of the origins and history of the sport. Originally a form and technique developed for self defense in war for soldiers in the 16th century, Muay Thai quickly became an exhibition spectator sport. We wanted to dive into the tradition and find ways to represent the history while having it resonate in modern times to the average person.
We spent time taking a look at the Mongkol, a traditional headband worn by fighters before matches for good luck and protection while acting as an indicator that the fighter is prepared and ready to fight as a representative of their training. It is instantly recognizable and stands out. It's form flows and we thought this was a great starting point.
Now that we established a starting point, we began digging into the greatest warriors of all time and conducting small focus groups to see how they resonated with any random person. We quickly realized that people connected the word Warrior with the mighty Spartans. The Spartans were an ancient Greek Army known to be some of the fiercest and most disciplined. There is a fascination with Spartans and to be honest, they had some of the most unique battle attire that made them stand out and impose fear in their enemies. When you really think about it, the Spartans align so well with Muay Thai Fighters. They are resilient, disciplined, and their battle attire was similar to the protective gear fighters wear in training and in the ring. The Mongkol is like the helmet and the Aspis. The gloves serve as the Xiphos or Dory. The shinguards are like Greaves. The shorts are like the Red Cloak in the way they represent the spirit of the fighter. And the fighter themselves, their form and technique serves as the Chiton Tunic, the armor Spartans wore during combat.
So now that we have a traditional reference, and an almost pop culture reference, we collected enough research to start sketching forms. We worked on ways to incorporate some of these key references into an icon. It needed to feel elegant, powerful but be simple enough to be applied to a variety of touch points. We tested letterforms, abstract shapes and a variety of poses. In the countless pages of sketches, it started to come together.
We landed with a bold R letterform that was parts a Mongkol, Spartan Helmet, an Aspis, and a nod of representation to the Phalanx, an iconic formation which helped the Spartans work together to be so effective and powerful. A formation that was both defensive and offensive. We also added a bit of a energetic lighting bolt in the cutout just for good measure.
Now we needed a modern and bold typeface to pair with the mark. A wordmark that worked with this unique icon, but could still feel as powerful when it stands on it's own in a variety of applications. We chose a little known font called Transyl. Transyl by itself matched all of the requirements. Like the icon mark, it was distinctive, bold, balanced and modern, but also had these almost barbed characteristics that played into the idea of "striking" or even the many edges of the "Dory" which came together to make a formidable enemy. It was super recognizable and we adjusted the typeface to be even more balanced and have some deeper dimension.
With this work, we established a solution that would be meaningful, modern and standout within the competitive market, fostering its growth and recognition among its target audience.
RSLNT Fight Wear
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