ChupChi
ChupChi is a new developing brand of modern sportswear
specializing in winter extreme sports.
A task. Create a brave dynamic identity for a dynamically developing brand.
The ChupChi brand was founded in Udmurtia, a region with a rich cultural heritage and an extraordinary, original people. It was decided to look for the image of the future logo in the ornaments and patterns of the indigenous peoples of Udmurtia. They used them as protection from evil spirits and to attract good luck. Almost all Udmurt patterns are associated with nature and the peculiarities of forest life and creativity.
The final choice was one of the oldest patterns of "ӟазег пинь" — goose teeth. The bird is a symbol of freedom, flight and speed. And goose down, as you know, protects well from the cold.
The redesigned forms of the pattern are dynamic and aggressive, well convey the spirit of extreme sports, and the traditional red and black colors perfectly emphasize this. Also, in the shape of the sign, the silhouette of the mountains and the steep descent from their peaks are easily guessed.
Thanks for watching!
