HYEMIN | Hard Knock Training
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Hard Knock Training

Company

Hard Knock Training - An active lifestyle brand, where fashion meets fitness.

Date

February 2015

Category
Branding, Business, Creative Direction, Design, Marketing
About This Project

As derived from the idiom “school of hard knocks,” Hard Knock Training embraces the pain and hardships that come with training. There is a saying that is popular in the fitness world and that is “suffer the pain of discipline or suffer the pain of regret.”

The branding and apparel design is inspired by the latin phrase Morior Invictus which translates to “death before defeat.” The logo is a direct representation of this – the skull being an obvious visual representation of death and the kettlebell handle representing the pain of discipline and training and as an extension, perseverance.