Creating a socially conscious identity for stab-proof outerwear brand YASHA. Making sure both the vision and meaning give the right message about the knife crime it is trying to prevent. The product uses life saving materials that could prevent fatal injuries. Yasha means ‘To Save’ in ancient Hebrew. This messaging was then used throughout all elements of the identity from advertising to woven labels. Further reinforced by the use of an invisible cross as a nod to humanitarian aid and neutrality.