Creating a socially conscious identity for a stab-proof outerwear brand. Making sure both the vision and meaning give the right message about the knife crime it is trying to prevent.
The product uses life saving materials that could prevent fatal injuries. Yasha means ‘To Save’ in ancient Hebrew. Due to the sensitive nature of knife crime, we felt this should be communicated in the clearest possible way.
The ‘To Save’ messaging was then used throughout all elements of the identity from advertising to the woven neck labels. Further reinforced by the use of an invisible cross as a nod to humanitarian aid and neutrality.
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Creative Direction: A New Kind Of Kick
Photography: Nick Tydeman
Video: Irene Calvo Romero
Talent 4K, Ike Nwachukwu and Jay Pang
