Projects using ChatGPT in SindhProjects using ChatGPT in SindhWith 2000s-era nostalgia making a comeback, I leaned into subtle Y2K cues while designing the identity for ERND, a youth-focused athletic jewelry brand built for Gen Z athletes.
The challenge was balancing grit and luxury. Capturing grind, sweat, and discipline without making the brand feel messy or aggressive. ERND is performance-driven, but still refined.
The logo combines three influences: Y2K, sports, and graffiti. Y2K since it is gaining popularity in Gen Z, sports grounds the brand in performance, and graffiti adds imperfection - a reminder that earning something means going through pressure and resistance.
The visuals follow the same logic: close-up athletic moments, high contrast lighting, metallic details, and clean packaging placed in rough environments. Nostalgic, but modern. Tough, but elevated. 
