Crushing Doubt: How We Built Death Grip Chalk into an Unyielding Brand

Ever look at a climbing chalk at your local shop and think, "This is... fine?" We've been there. Chalk is a necessary staple, a simple tool to defeat sweat and friction. But the market? It’s a sea of white bags and generic names. So when our friends at Asana Climbing came to us with the challenge to get attention in that commoditized space, our creative gears started grinding. The mandate was clear: What if chalk was actually fun?

From Simple Conversation to Total Domination

The core of the challenge was turning a conversation about "how do we get noticed?" into an action plan for total brand immersion. The vision became: Death Grip.

We knew we couldn't just change the logo and call it a day. We had to create a complete lifestyle. Our approach involved a deep dive into counter-culture aesthetics—specifically the over-the-top, irreverent visuals and copywriting of death metal and punk music. This was our spark.

The Outcome: Shelves and Minds Conquered

This approach wasn't just fun; it was strategic. We transformed a product that traditionally sold on price and purity into a brand that sells on personality and stoke. The results have been epic: pre-sales are flying, and shops and gyms are making space on their shelves for Death Grip. We helped create something so distinct it broke through categories traditionally closed off to new logos, proving that a little creative thinking and a lot of fun can annihilate market norms.