CLIENT: BLACK DRAGON INDUSTRIES B.V. (nl)
PROJECT: REVISING AN EXISTING BRAND
DELIVERABLE: BRAND BLUEPRINT & GUIDELINES

A&J revised the Black Dragon brand proposition, identity and strategy. The key difference was the narrative shift from the being a kickboxing product brand to Black Dragon being the lifestyle brand built on the platform of combat sports. With a built-in grassroots following, and a bevy of fight world champions counting as fans of the brand, the new identity of Black Dragon provided a more synced and powerful brand experience to the fan and customer.

Work delivered included the main brand logo, story, payoffs, artwork, and branding guidelines.