Creating the brand

Without The Fear (WTF) is a new way of using personal alarms, the appearance should reflect that. We met with the founder of WTF, Mikela Holtz, in 2013 and started this exiting project. Together we set the foundation the brand and it´s visual appearance. We wanted to create waves in the industry so the brand´s appearance shifted towards jewelry branding, as opposed to the typical “trust-me-blue”. The goal is to conceal your jewelry alarm as a fashion accessory, therefor easy to ware for all occasions.

 

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H O W  I T  W O R K S

The app and the jewelry

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A safety tool that actually works in emergencies

Todays self defense methods, like pepper spray or a smartphone app, often requires the person in an emergency to either point the spray can in the right direction, or having your Smartphone ready to press in your hand. In a pressed situation, we don´t think that´s a good way to defend yourself.
What could be easier than a pull on your necklace?

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