JAB Wear - Brand design and development, digital photography
When JAB Wear was at its conception stage Howlett Design were asked to create
a sports branding that would appeal to both the amateur and professional boxing markets. It also had to be memorable and able to compete alongside well established brands from around the world.

The 'JAB' logo represents ropes viewed from inside a boxing ring and this is accompanied by the Jab 'wings of victory' logo and strap line 'wear it out' which often appear on the reverse of garments and on printed material. The flexibility of the logo means that it can appear in an infinite range of colours and designs yet remain instantly recognisable.

Fortunately the JAB Wear team have years of experience within the boxing industry and soon the brand developed into a contender. The advertising campaign started with an unprecedented 4 page cover of the 'boxing news', followed by a series of monthly full page advertisements. With the advantage of using professional boxers to model garments, together with a comprehensive range of product photography enabled us to design a pair of pop-up stands and a 6 page introductory catalogue leaflet for the launch party. A range of ring wear and casual wear soon developed and within a year not only were amateurs and professionals wearing the kits but also British and World Champions.

The continual product placement by the JAB Wear team also means that it now has regular TV exposure on boxing programs such as Friday Fight Night and Ringside.