Painful Purpose

Conceptual streetwear brand identity and product design merging athletic functionality with dark aesthetic for night runners

Role

Brand & Product Designer

Industry

Apparel & Streetwear

Duration

6 weeks

Stage 1. Concept Development

Developed the concept for a streetwear brand targeting night runners, combining athletic functionality with a dark, horror-inspired aesthetic.

Stage 2. Brand Identity

Created the logo and visual identity system, establishing a dark, minimal style that works for both athletic performance and streetwear credibility.

Stage 3. Product Design

Designed apparel including shirts and long sleeves with strategically placed reflective materials that serve both safety and style purposes for night training.

Stage 1. Concept Development

Developed the concept for a streetwear brand targeting night runners, combining athletic functionality with a dark, horror-inspired aesthetic.

Stage 2. Brand Identity

Created the logo and visual identity system, establishing a dark, minimal style that works for both athletic performance and streetwear credibility.

Stage 3. Product Design

Designed apparel including shirts and long sleeves with strategically placed reflective materials that serve both safety and style purposes for night training.

Stage 4. Packaging & Messaging

Developed product packaging, branded tags, and memorable taglines like "Keep running. They're right behind you." that capture the brand's edgy personality.

Stage 5. Brand Presentation

Created comprehensive mockups across web, print, and product applications using Smartmockups and other tools to demonstrate the complete brand experience.

Outcomes

Successfully created a unique brand concept that bridges athletic functionality and streetwear aesthetics, establishing a distinctive positioning for runners who want both performance and style during nighttime training.

Outcomes

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Davis Durrett

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