This campaign was based on the key phrase "YOU HAVE KALYBR". The name Kalybr is derived from the word ‘caliber’, meaning the competence of a person, and we understood from the client team that the name was structured with a different spelling to bring out a superior edge in the brand’s image and relate the superiority back to the caliber of the company. Keeping in mind this sentiment, and knowing well that the brand was all about providing next gen fitness and sports accessories to aspiring athletes, we structured the brand so that every consumer would be inspired to be part of an elite group who were supremely fit and/or aspired to get to the top of their game. Each and every attribute had to be carefully researched to see if it was a good fit around which the core brand values could be determined. Using a creative and analytical research approach at this phase, Artifact Design came up with the campaign that redefined the brand.
KALYBR™ was created to personify energy through spirit, premium quality through performance, and a sense of boldness through belief.
The logo mark was inspired by an archer nocking an arrow into a bow. The visual representation of the concentration, the determination, and the seamless balance of the mind and body, was the perfect inspiration for the message we wanted to communicate. Constructing the logo started with a simple sketch to portray the idea and we refined it by constantly working with the client. We added an element of fluidity with the extended string that served as a rigid anchor symbolizing the brand pillars. The bow is a mark of limitless energy, performance and extraordinary potential. The taut string demonstrates the commitment and the will to act.