Building a brand and a shop that reflects the values of JR.
JR (Jose Roberto) is a Swiss label with Mexican influence, which develops 3D printed accessories for the modern man. It is a private project of Jose Roberto Inderbitzin, founder REFRAME. The team's task was to rebrand the skull and crossbones motifs to reflect a meaningful message.
REFRAME created a story around "Deal with your fears on a daily basis and you gain courage".