PROJECT DESCRIPTION

Following ACRD’s work with Puma on a new concept for their Australian shop design, Puma offered the opportunity for ACRD to present a global concept for their wholistic brand identity and site design. With Puma being present in several countries across the globe, this was a major opportunity for ACRD. It was decided that we would present 2 concept directions; an Evolution and Revolution. Evolution being a small step away from their current branding and retail site design so that they could retrofit and update in a cost-effective process. The Revolution concept was a completely new brand identity, with the logo and retail sites adopting a whole new look both structurally and graphically, while still maintaining Puma’s core values and identity elements. Working with Puma’s signature red and green palette, the graphics team came up with multiple identities, but landed on the designs featured below – the Revolution pictured first utilising a low poly triangular pattern, the Evolution pictured second.