A before and After look at the Avirex Rebranding. In 2007, the department store retailers started moving their attention away from the urban market, toward the emerging trend of Mixed Martial Arts brands. Avirex found themselves moving the brand with the trend in order to compete and stay relevant. Once a hertitage brand based upon Aviation and military image of its leather jackets for the most part, with ties to the hip hop community, including Method Man, and Paul Wall as past spokes people. They found temselves now in direct competition with brands like Affliction and ended up steering the brand in that direction, sponsoring fighters and eventually appropriating a tee graphic into a new ad hoc identity.
After several seasons of working with this new ornate AV lock up they asked Adnauseum to clean it and address issues like working at a variety of sizes and techniques. In addition to cleaning this logo,and suggesting a cleaner non-stenciled typeface we worked with the Creative Director to create a second mark for a premium subline. A heritage line that would connect the brand at it’s curent state to it’s heritage of aviation. A small line of heritage products were offerd to core accounts with this second branding of the winged AV.