Brand identity and logo for Goodnik Hooligan, a clothing brand based on Hunter S. Thompson's quote “Life should not be a journey to the grave with the intention of arriving safely in a pretty and well preserved body, but rather to skid in broadside in a cloud of smoke, thoroughly used up, totally worn out, and loudly proclaiming “Wow! What a Ride!”

— Hunter S. Thompson

This quote pushed me to build the brand around imperfection and living life hard and fast.

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