Hackapelite is an emerging activewear label that combines rugged endurance and streamlined aesthetics. Much like the fearless Finnish hakkapeliitta soldiers of old, they believe in charging forth with unwavering commitment. The gear is designed for you — the modern-day warriors of the asphalt, trails and courts.
Hackapelite needed a complete brand identity that would tick a few boxes.
We tackled the project with excitement and ended up with a brand identity that we are quite proud of. For the name we suggested a simple name “Hackapelite”. This word is one of the translations used when talking about the “hakkapeliitta” warriors in english. The word also has some neat features that the other variations didn’t: when you break the word down, one can find the words “elite” and “lit”.
We crafted the visual identity to embrace the spirit of the brand while keeping the scalability in mind.
