![](https://freight.cargo.site/t/original/i/762ff9b56ae7a3534f503be8e2ca6298c873b3bf055e1c5499344921157ee63d/Naauao-Wootz-HoodieBackpack.jpg)
Wootz
Forged by Fight
Wootz is a lifestyle street and MMA brand celebrating identity & heritage inspired by martial arts, Eastern philosophy, and Sikh culture. Wootz is named after a type of crucible steel characterized by a pattern of bands, which is commonly found on traditional panjabi weapons.Brand Identity / Art Direction / Print Design / Packaging
![](https://freight.cargo.site/t/original/i/d814ddd50ff9108967bbe6a41de63cf7fb809455e5265100f877731c4ff4af85/Naauao-Wootz-BeforeAfter.jpg)
Updating the Brand
Their previous logo referenced sword blades, but its tapered edged proved difficult to produce on clothing at small sizes. In addition, Wootz wanted a strong symbol alongside an updated logotype to define the brand.![](https://freight.cargo.site/t/original/i/373db2c960dc15fa48ed7d8ce520d60107dbaed48ed3291c626fd187be8fa655/Naauao-Wootz-Vector.jpg)
Logo Design
The logotype was beefed up and simplified while retaining its stylistic W and a hint of blade-like serifs. Along with a revised logotype, a tiger mark was created to represent the spirit of fight for a Wootz athlete. The tiger was designed to resonate a quiet strength with his calm but proud presence. The leaf-like stripes and jewels on the bridge of the nose allude to Tipu’s Tiger, an 18th century automaton created in India.![](https://freight.cargo.site/t/original/i/f8adc85465d9e3c37f584d3ac60d48311bc0599b01844f7ef10b8848770ba29b/Naauao-Wootz-BrandGuidelines.jpg)
![](https://freight.cargo.site/t/original/i/cf753ee2571866c5b069fe31d29b1c9da30315d1a64e2ecbc04db9bcaecfcb47/Naauao-Wootz-Lifestyle.jpg)
![](https://freight.cargo.site/t/original/i/28dd33122f08a6f6097ac3c672b5142f81a8f0042377f2f6071b1a0da948d310/Wootz-Life-Backpack-Tiger-Detail_800x.jpg)
![](https://freight.cargo.site/t/original/i/b08845e705710b1646e75ec9d40001ba94f8d5c43b9e014e95dd7b8582da8b27/Wootz-Life-Backpack-Zipper-Accent-Detail_800x.jpg)
![](https://freight.cargo.site/t/original/i/922869464426e480e0d23c4464bd2114516f11ebbcea073028b4316d5041fa8e/Naauao-Wootz-Phulkari.jpg)
![](https://freight.cargo.site/t/original/i/47c5bde937211d40180782067d6c7a1f5202f0e6dd98c46428cf79b4025430ce/Wootz-Life-Mens-Tiger-Logo-Zip-Hoodie-Front_800x.jpg)
![](https://freight.cargo.site/t/original/i/48330eaedf4ba88e91629c16f9bbd474325a72bd5312e5f1a824117868fac31b/Wootz-Life-Mens-Tiger-Logo-Zip-Hoodie-Detail3_800x.jpg)
![](https://freight.cargo.site/t/original/i/80e93468bc5a912978d1f83c9269cf6c6a1deb105a92473e389c227dd5ca6776/Naauao-Wootz-Backpack.jpg)
![](https://freight.cargo.site/t/original/i/5bd3af536c0d6ddb7fa9808a59cc3db7ac1c125a9744c00f06c8015ebde53256/Naauao-Wootz-ForgedbyFight-2.jpg)
Credits
Client: WootzPhotography: Wootz
London, England
2016 – 2017
Press
Featured on Behance Graphic Design Gallery (November 29, 2017)Featured on Behance AIGA Member Gallery (December 20, 2017)
Featured on Behance InDesign Gallery (March 16, 2018)