Looking at the current design of sport and the street brands, CaptainHook wanted to present a brand that looked distinctively different from the rest. We decide to take the path of being against the idea of sport comunity, focusing the brand on the individual essence, establishing the visual direction of the brand through the egoism of the pirats.

Going into the design process, C.Hook is focused on the aspects of self-interest and controversy. The brand want to stay away from any visual cues that would make the execution of the identity appear too gentle. To convey the aspect of duality in the brand, we paired two contrasting visual styles — using the elegance and the rebellion.

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