Full Reptile Collective™

Role: Senior Brand Designer | Agency: Article | Year: 2018

The Client

Full Reptile Collective is a lifestyle brand, brainchild of Dan ‘Outlaw’ Hardy, English former mixed martial artist who fought in the CW and UFC in the welterweight division.

Together with his best friends –also noteworthy octagon ring champions– he wants to offer his fans his ‘part reptile’ take on everyday fashion, supplements, training gear and even coffee.

The Challenge

The challenge here was to be inspired by the owners’ MMA background but to create a look and feel that could be inclusive enough to appeal and be adopted by all athleisure fans, even if they are not into training.

Taking cues from current trends in sportswear,
I proposed a flexible brand that could look both polished and urban or become grittier, depending on the communication needs.

Bold variable type and a unique shade of neon red, grey and black drive the style.

Other elements include MMA fighting iconography and the octagon ring’s fence pattern –which also refers to the brand’s name, as it imitates the reptile’s skin scales.