A mindset brand for people who refuse to break.
The Story
Ashfront isn't a gym brand. It isn't a military brand. It's a mindset brand — built for anyone who has ever been buried by life, by competition, by failure, and chose to get up anyway. The ones who win aren't always the strongest. They're the ones who refuse to break.
We worked with the founder to build the entire brand from the ground up. The name, the identity, the tone of voice, the Shopify storefront, the waitlist system, the email marketing funnel, and the product direction for the first drop.
What We Built
Logo, wordmark, color system, and typography. The visual language is raw, direct, and confident — no flourishes, no softness. Designed to look as good embroidered on a snapback as it does on a billboard.
Custom Shopify theme built from scratch using Liquid. Landing page, product pages, and a waitlist-first launch flow. No generic templates — every section designed for conversion and attitude.
Helped shape the first drop lineup: heavyweight graphic tees, training tanks, performance pullover hoodie, Vice City oversized tee, embroidered logo tee, vintage-wash crewneck, and three cap styles. Each piece carries the Ashfront identity.
Waitlist-first approach with founding member perks and exclusive pricing. Email capture, drip sequences, and a launch timeline designed to build anticipation before a single product ships.
The First Drop
Stack