Fragments: Heritage-Driven Brand Identity Design

Fragments is a fictional brand identity project created to explore heritage-driven branding within the sports merchandise space. The brand produces affordable canoeing fan merchandise, focused on accuracy, tradition, and masculine strength.

The goal was to design a visual identity that feels nostalgic yet accessible, suitable for both digital platforms and low-cost merchandise production.

I designed a badge-style brand identity rooted in classic sports and outdoor club aesthetics. The visual system combines strength, precision, and navigation—key values in canoeing culture—into a cohesive and scalable brand.

This project strengthened my approach to symbol-driven branding and reinforced the importance of designing with real-world use cases—such as printing and affordability—at the core of the process.