A brand that pulls its weight
Complaint Department is a training and apparel brand built on friendship and a competitive spirit, delivering affordable gear for CrossFit athletes and active lifestyle enthusiasts. The brand lives by a philosophy of endurance despite adversity, and has already gained a foothold at local events.
Turning attitude into visual identity
The redesign had to capture the brand's confident, humorous and energetic nature, while appealing to style-conscious consumers. The task was to translate the founders' stories into a flexible visual system that works across apparel, events, social media and e-commerce — with a balance between minimalism and clarity.
Results and impact
The new identity features an interconnected logotype that reflects strength and unity, a minimalist symbol suggesting movement and resilience, and a color palette combining black, white and soft neutral tones for maximum adaptability.
