PROJECT 07 / 07
07
PURE LIEF BRAND
Brand Identity / Character Design / Apparel
CHALLENGE
The client wanted a personal logo for PURE LIEF that combined two important parts of his lifestyle: his four cats and his passion for the gym. The challenge was bringing these very different ideas together without making the identity feel disconnected or overly complicated.
MISSION
Create a distinctive identity that represents the client's personality rather than relying on a traditional fitness logo. The goal was to incorporate all four cats while giving the design a strong, energetic look inspired by gym culture.
SOLUTION
I transformed the client's four cats into a group of powerful, warrior-inspired characters, using muscular proportions, armor, weights, and other fitness-inspired details to establish the gym aesthetic. The illustration was paired with a bold PURE LIEF wordmark to give the identity a raw, energetic character. The final system was then adapted to oversized gym and streetwear pieces, using smaller branding on the front and larger character artwork on the back.
REFLECTION
This project challenged me to turn a client's personal story into a visual identity. Instead of treating the cats and fitness theme as separate ideas, I found a way to combine them into one recognizable concept. It also gave me experience designing an identity that could extend beyond a logo into apparel and merchandise while still maintaining its personality and meaning.
