I used “struggle” to create an athletic apparel brand. The textured logo and type capture the brand’s gritty identity, to which the red and black color scheme add a touch of intensity.

I created the “intense eye” logo using Illustrator’s shape, width, and shape builder tools, while manually adding texture to the typeface using compound paths.

The rough version of Buckwheat TC is a sturdy complement to the brand’s principles of toughness and resilience.