In this project, the brief was to simply find a struggling brand that needed a new creative direction and rebrand it, giving it a massive update and a new lease of life.
I chose to rebrand No Fear as it is an extreme sportswear brand; since the worlds of streetwear and extreme sports will forever be connected, I thought I could transform No Fear into a contemporary streetwear brand that will catch the attention of anyone interested in street fashion.
Inspired by No Fear’s motocross gear in the 90’s I decided to build the new identity of No Fear on the premise of a metaphoric performance enhancing drug that removes fear entirely by replacing it with pure adrenaline, allowing extreme sportswear athletes to achieve peak physical performance during their chosen activity. To achieve this, the brand identity is inspired by human anatomy, comic books, science fiction, physics and biology. We want to reinstall No Fear’s original core values whilst complying with the current extreme sportswear and streetwear market.