Rig is a brand of utility clothing. While at a product level it belonged to a world of adventure, as a brand it needed to go beyond the ‘physical’ thrill of adventure talking to a breed of modern voyagers, seekers of fantastical, surreal, out of the ordinary mental adventures. ‘Unimagined Discoveries’ was the brief. Curiosity is the fuel of mental exploration. We created a brand world for Rig where curiosity was kept alive through curious journeys. The brand world was articulated as ‘a brave new world’ and  the logo was re-imagined to be a time machine.