BRAND DESIGN | WEB DESIGN | MERCH DESIGN
SQUATTIN' DUCK
SQUATTIN' DUCK
SQUATTIN' DUCK
Squattin Duck is an apparel brand inspired by the high-intensity world of CrossFit and the pursuit of a balanced lifestyle. Founded by two best friends, the brand’s core objective is to unite CrossFitters by bringing the energy of the training room into daily life.
My role was to build a visual bridge between these two worlds, creating an identity that feels as at home on the streets as it does on the gym floor.
Squattin Duck is an apparel brand inspired by the high-intensity world of CrossFit and the pursuit of a balanced lifestyle. Founded by two best friends, the brand’s core objective is to unite CrossFitters by bringing the energy of the training room into daily life.
My role was to build a visual bridge between these two worlds, creating an identity that feels as at home on the streets as it does on the gym floor.
Squattin Duck is an apparel brand inspired by the high-intensity world of CrossFit and the pursuit of a balanced lifestyle. Founded by two best friends, the brand’s core objective is to unite CrossFitters by bringing the energy of the training room into daily life.
My role was to build a visual bridge between these two worlds, creating an identity that feels as at home on the streets as it does on the gym floor.
The challenge
The challenge
The challenge
Squattin Duck’s founders saw a clear opening in the market: there were no brands making clothes for both the gym and daily life. My job was to turn the high-intensity energy and humor of CrossFit into a style people could wear every day. By balancing motivation with the community's own language, we built an identity that speaks to the athlete even when they aren’t training. This vision was brought to life through a focused approach to the merchandise and apparel design.
Squattin Duck’s founders saw a clear opening in the market: there were no brands making clothes for both the gym and daily life. My job was to turn the high-intensity energy and humor of CrossFit into a style people could wear every day. By balancing motivation with the community's own language, we built an identity that speaks to the athlete even when they aren’t training. This vision was brought to life through a focused approach to the merchandise and apparel design.
The brand identity
The brand identity
The brand identity
The name was already established by the founders. Squattin’ Duck - a playful reference to a CrossFit mobility exercise. The brief was clear: the logo needed to feature a duck mascot, with the specific goal of weaving it into the letter ‘S’.
To ground the fun name and mascot, I used a bold, heavy typeface that represents the grit and strength of the sport. This contrast ensures the brand feels professional and tough, rather than just a cartoon. The final color palette is high-energy, pulling inspiration from the intensity of the gym floor to create a look that stands out in any environment.
The name was already established by the founders. Squattin’ Duck - a playful reference to a CrossFit mobility exercise. The brief was clear: the logo needed to feature a duck mascot, with the specific goal of weaving it into the letter ‘S’.
To ground the fun name and mascot, I used a bold, heavy typeface that represents the grit and strength of the sport. This contrast ensures the brand feels professional and tough, rather than just a cartoon. The final color palette is high-energy, pulling inspiration from the intensity of the gym floor to create a look that stands out in any environment.
The apparel graphics
The apparel graphics
The apparel graphics
Working closely with the founders over few years, I translated the brand's core motivation into a wide range of wearable designs. I was responsible for the illustrations of each piece, including t-shirts, sweatshirts, and custom socks. Because every release had its own specific vibe, I focused on creating diverse visual styles that still felt unified under the main brand identity.
Working closely with the founders over few years, I translated the brand's core motivation into a wide range of wearable designs. I was responsible for the illustrations of each piece, including t-shirts, sweatshirts, and custom socks. Because every release had its own specific vibe, I focused on creating diverse visual styles that still felt unified under the main brand identity.
The digital presence
My task for the website was to translate the brand’s high-energy aesthetic into a clean, functional digital environment. I focused on the UI/UX to ensure the design met the specific needs of the business, creating a professional e-commerce space where the products remain the primary focus. The final design utilizes clean, intentional elements that reflect the brand's essence without being distracting. This was a true collaborative effort between the founders, the development team, and myself, resulting in a digital experience that is as seamless as it is visually consistent.
My task for the website was to translate the brand’s high-energy aesthetic into a clean, functional digital environment. I focused on the UI/UX to ensure the design met the specific needs of the business, creating a professional e-commerce space where the products remain the primary focus. The final design utilizes clean, intentional elements that reflect the brand's essence without being distracting. This was a true collaborative effort between the founders, the development team, and myself, resulting in a digital experience that is as seamless as it is visually consistent.
Image credits:
www.squattinduck.com
@squattinduck
© 2025 Michaela Krasteva. All right reserved.
© 2025 Michaela Krasteva. All right reserved.
© 2025 Michaela Krasteva. All right reserved.