CONCEPTION
«Fear» is a new kazakh sportswear brand specializing in the production of clothing primarily for martial arts and fitness. The brand plans to compete with famous sportswear brands in Kazakhstan and neighboring countries.
The creation of naming was based on the metaphor «dance with the fear» or «fear is an illusion», meaning that when an athlete overcomes fear, he becomes stronger than him and goes to new sports achievements.
The company sets itself the goal of reviving and adapting kazakh historical culture to the modern time. To create comfort for clients and motivate them not only to buy sports wears, but also to respect and appreciate the kazakh culture.
DESIGN
The logo represents the tigers claws in the F letter form. The tiger is a significant animal for Kazakhstan. Back in the XIX century, the Turan tiger existed on the country's territory, but from the beginning of Russian Empire's colonial policy the population of these predators was completely exterminated.
There is also another metaphor in the logo: Predatory animals have the ability to feel the victim's fear, and only he who is not afraid of tiger can make a tiger afraid.
DARABOZ 103-0
The clothing collection «Daraboz 103-0» is dedicated to the Kazakh warrior and commander Qabanbay Batyr. He was famous for his fights, was the head of defense of Turkistan holy city and led the Kazakh army during the dzungarian invasion. In his entire career, Qabanbay Batyr fought 103 battles, in which he won 103 victories, for this Khan Abylai gave him the «Daraboz» name, which means «incomparable, first».
Project — Fear.kz
Client: — Jandos Konkanov
Branding — Adilbek Qaisa
Logo idea — Serjan Smakov
3D design — Jürsin Äuezhan
RAQMET FOR WATCHING!
