THE IDENTITY

DAAKI is a Haryanvi word derived from the word 'DAAK' which means 'Jump'. In the literal sense DAAKI stands for a 'Quick Jump'. Another contextual meaning for DAAKI is 'A Dude' who does all popular stuff. In the Hindi language DAAKI also means 'Fierce'

THE BRAND ASSOCIATES WITH THE ATHLETES
The Achievers - THE Go Getters - Trend Setters - The Popular

BEING DAAKI

IS WHAT DEFINES US.

THE BRAND

For DAAKI, we are a Young brand driven by youngsters. For an industry lead by mostly conservatives - we are the game changers. Our products are disruptive; our design language speaks new trends; we are direct and we lookout to establish a promising rapport as a business entity.

Establishing a strong brand that connects with consumers is critical to success. In the sports world - it can make or break you. Our brand's very first task was to begin the process of creating a unique identity that would resonate with the consumers.

A LOT GOES INTO A BRAND - MORE THAN JUST NAME AND COLORS.
ATTITUDE, PERFORMANCE AND RESULTS ARE EQUALLY IMPORTANT.

It's always tough to gain a strong consensus on creative product ideas and designs, but we feel that we did just that with DAAKI.

We set to sail a year back and let me tell you - it's been a roller-coaster ride. Many people have taken part in the process and we are thankful to everybody - our Designers, Content writers, Vendors, Integrators, Retailers; every bit has counted for so much. The following pages contain a visual of the progression from nameless startup to a respected brand with a unique, forward-thinking and classic brand identity.

Let's look ahead together to what promises to be an exciting future

JAI HIND !

THE RIGHT TIME, THE PERFECT MOMENT - NO SUCH CONCEPT ACTUALLY EXISTS

TODAY - U ARE WAT U DID. YOU WILL BE - WAT YOU'R DOING RIGHT NOW

NOW IS THE TIME. RIGHT NOW. WHEN YOU ARE DREAMING ABOUT IT

YOU ARE YOUR OWN GOD AND YOU HAVE BEEN CREATED FOR GREATNESS

LISTEN TO THE INNER VOICE. IT CALLS OUT LOUD. THIS MOMENT - THIS IS YOUR TIME

KEEP FIGHTING - GO ALL OUT - LET NOTHING HOLD YOU BACK

THERE WILL BE DARK AND YOU WILL BE ALONE TO FACE IT

NEVER. NEVER–EVER GIVE UP

CHAMPIONS GO HARDER WHEN THEY FALL. CHAMPIONS BECOME MIGHTIER
WHEN IT GETS TOUGHER ONE DAY, YOU WILL MAKE IT RAIN.

STRIDE ON

Talking about the supplement design and manufacturing standards, we still need to travel a long way to

find something really record breaking - something that can help bring the real genius inside - something

with which mankind can explore new peaks of athletic performance.

We don't make the regular Whey Proteins shakes!! We believe in creating disruptive compositions

because athletes need nutrition beyond the standards.

With DAAKI, we have raised the bar. Let it be product designs, ingredient quality; we don't leave an inch to
bring in the best.

#UP THE GAME

SUPPLEMENTATION

RE-ENGINEERED

THE GUN: STORY OF A LOGO

DEC 2013

THE DAAKI FOUNDER - AMIT DABAS STARTED TO FIGURE OUT A LOGO FOR DAAKI.

HE ASPIRED TO CREATE A LOGO THAT WILL HAVE THE POTENTIAL TO REPRESENT AN ICONIC BRAND // HAS ALL THE
INGREDIENTS FOR A SYMBOLIC REPRESENTATION OF DAAKI' S CHARACTER -
AGGRESSIVE // ASSERTIVE // BOLD // DIRECT // ICONIC // POPULAR

HE BRAINSTORMED ON A WIDE ARRAY OF POSSIBILITIES ACROSS THESE TANGENTS AND AFTER EXPLORING
ALMOST A HUNDRED LOGOS 0 THERE WAS ONE OBJECT THAT INSTANTANEOUSLY STOOD OUT - THE GUN

DABAS CREATED A SYMBOL THAT COULD BE IMMEDIATELY RECOGNIZED WHEN HIS BRAND WAS SEEN
WITH AN ATHLETE AND COULD BE EASILY GOTTEN ASSOCIATED WITH DAAKI. HE EMPHASIZED
THE ASSOCIATION WITH THE SLOGAN
"THE BRAND WITH THE GUN"

SINCE THEN - THE GUN - IS THE QUINTESSENTIAL DAAKI SYMBOL

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LOGO EVOLVED WITH FOCUS ON DETAILS + AESTHETIC CORRECTNESS AS IT WENT THROUGH ITS AVATARS // 4 MAJOR GRAPHIC ENHANCEMENTS IMPROVED THE GUN'S ORIGINAL SKETCH.

THE GUN - ON THE CANVAS

ALL DAAKI LOGO FORMS APPLIED IN DESIGN ASSETS