SQUATWOLF

Brand statement

 

The objective of this brief from SQUATWOLF was to design a multifunctional statement pattern that would establish a brand handwriting which could translate across collections and brand collateral. The pattern in it’s purest form was originally created for LAB360° and then tailored for the AW21 Code collection. The creative vision for the LAB360° pattern was to design something striking and iconic. The aim was to visually represent SQUATWOLF as a brand, a strong reference was needed so it was the SQUATWOLF icon that was chosen for inspiration. The pattern is a dynamic expansion of the icon’s angles to encapsulate the visual DNA of the brand. It’s a motivational statement of “maximum impact” to compliment the technical performance of the garments. The ultimate aim when worn was to create a psychological edge and feel good factor for athletes, to inspire them to achieve their personal goals in every workout. The versatility of the pattern has been used across seasonal ranges from functional seamless applications to vibrant all over prints.