For this project, we developed a whole brand concept, brand identity, and creative direction. With martial arts being at the core of this training center and a community-oriented space, we inspired ourselves with Japanese Kaizen and Shitsuke philosophy, molding them into pillars that define the spirit of the brand, along with a touch of brotherhood mentality. The concept is to continuously evolve together by helping each other achieve discipline and maintain self-discipline.

We translated the strength and grit of this place into a bold and solid stamp for their logo, which we then used in the development of their brand look and feel by reusing the stamped block as a design element. The graphic design of this brand is a combination of that and inspiration drawn from the work of Dutch artist Arjan Janssen. The martial arts center, designed with space, softness, and gentleness, created the perfect contrast to the strong branding. This is why we used the rawness of paper, the strength of a powerful stamp, and the softness and minimalism in our visuals.