Leaping strongly
to a new level
Rabia is an author brand based in Buenos Aires, Argentina, that makes urban wear clothing.

We were faced with a scenario that the brand wanted to change. The problem was that its communication was aimed at a reduced niche of specialized people, and it wanted to make its way in the market to compete with more recognized brands.
We worked on the concept of “strength”, the main characteristic associated with the high resistance of this specific clothing, used for parkour and other physical activities.
We based on the perfect mix of an industrial style and the main traits of the brand’s neighborhood of creation: alleys, iron bridges, train track settings, warehouses, factories.
We explored a path where each letter, muscle, fit in perfect synchrony for a unique purpose, like an urban choreography.
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