Korri®

2023 · Visual identity · Sportswear

Team-style clothing for the daily grind, without looking like you are heading to the stadium.

Open korri.exe in the system

Korri comes from "corre", the slang for the daily grind. The brand is for those who wear team shirts but do not want the crest on the chest: comfort without the uniform. The symbol is a breath. Yellow, the kind of color that shows up in Brazil without needing an explanation.

The problem

A team shirt is a uniform: crest on the chest, sponsor on the back, stadium context. People living the daily grind wanted the same technical fabric without carrying the club along.

The solution

A sports brand born on the street: a breath as a symbol, direct yellow, and pieces that show up on the clothesline, on the bus and on flyposters, where the rush actually happens.

Gallery

Site fence banner reading "AQUI É BRASIL, PORR@!" next to a model in a yellow shirt.
Site fence banner reading "AQUI É BRASIL, PORR@!" next to a model in a yellow shirt.
Hand-drawn sketch of the Korri symbol in pen on tracing paper.
Hand-drawn sketch of the Korri symbol in pen on tracing paper.
Black and white triptych captioned CORRERIA, BRASILEIRA and CRIA in yellow.
Black and white triptych captioned CORRERIA, BRASILEIRA and CRIA in yellow.
Animated construction grid of the Korri wordmark.
Animated construction grid of the Korri wordmark.
Two photographs of Brazilian yellow with a circle reading AMARELO between them.
Two photographs of Brazilian yellow with a circle reading AMARELO between them.
Three animated product cards for the "Avanço" line with prices.
Three animated product cards for the "Avanço" line with prices.
Yellow clothespin with the logo next to black Korri shirts on a clothesline.
Yellow clothespin with the logo next to black Korri shirts on a clothesline.
Three stories about the fabric: fast drying, sweat-proof and lightweight knit.
Three stories about the fabric: fast drying, sweat-proof and lightweight knit.
Yellow bus interior next to a yellow plastic bag with the Korri logo.
Yellow bus interior next to a yellow plastic bag with the Korri logo.
Yellow Brazil shirt hanging on a clothesline with the Korri logo applied.
Yellow Brazil shirt hanging on a clothesline with the Korri logo applied.
Yellow envelope holding a welcome card that reads "Bem vindo ao time!".
Yellow envelope holding a welcome card that reads "Bem vindo ao time!".
Yellow flyposter on a pole reading "Roupas para o seu cotidiano corrido".
Yellow flyposter on a pole reading "Roupas para o seu cotidiano corrido".
Korri symbol painted in yellow on a black rolling shutter.
Korri symbol painted in yellow on a black rolling shutter.
Korri label sewn into a black garment, reading "Feito com orgulho no Brasil".
Korri label sewn into a black garment, reading "Feito com orgulho no Brasil".

Specs

Year
2023
Category
Visual identity · Sportswear
Contribution
Brand strategy · Naming
Stack
Brand strategy · Naming · Visual identity · Sportswear
Status
Published
Art direction
Jeferson Gonçalves
Strategy
Jeferson Gonçalves
Design
Jeferson Gonçalves
Naming
Jeferson Gonçalves
Published
2023-07-10 · Alvorada, Brazil

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Contact

I take on brand identity, art direction and brand tool projects, working remotely with clients anywhere. Write to jeferson@051jeferson.zip, or on WhatsApp.