From shoes to sweats to gear PUMA is a recognized icon from the entire globe for all of those whom its supporters and affiliates have affected through supportive development. They are an amazing foundation whose charitable work has literally impacted the lives people in ways that will never be able to be captured in a sine line of text. With a huge empire built on an array of products we wanted to create something that unified them as team within a team, a single entity housed as an organism.
This lead to the tagline “Strike Like a Puma” using rough hand lettering as the body inside the PUMA logo just made sense. There were also explorations of stores in shopping malls to better get a feel for what PUMA stood for from a consumers stand point even though the design would never reach the public in this fashion we knew that the power would funnel through the product designers will eventually be impacted onto retail shelves. The important factor to this project was keeping it light enough above seriousness almost organically playful, as you would expect coming from a monumental athletic providing franchise.