For LA Thieves, everything was about identity. As a parent company, with owners such as Drake and Scooter Braun, 100Thieves have re-written the script for esports merchandise, so for us, this was about adding our own chapter. After spending time exploring numerous design directions, it became evident that anything too graphic heavy wouldn’t work. We decided to strip everything back, blow up the text logo lockup, print seam to seam and allow the brand to take centre stage.