ARK – Strength & Physio
Naming & Tagline
— 2025
It stands for a place you return to after the storm.
Or after an injury. It also stands for the trajectory between two points. Performance and recovery.
Strength and physio.
Credits
Naming & tagline: @stepan.klima
Graphic design: Anna Kutikova
Client: Tomáš Neubert
Hi 👋 We're back.
After a year apart, AM is once again teaming up with Pivovar Obora. The brewery we helped shape over five years. We're returning as a strategic partner, and yes, we’ve got big plans. But first, a little look back. Swipe through some of our favorite can designs from the past few years.
Do you remember any of them? And look for a sneak peek of a beer that hasn’t been released yet. Can you guess?
Notes from the past weeks: half marathon in Copenhagen, marathon weekend in Berlin. Watching how brands show up around sport. • Retail isn’t just about sales. The real value is when a space becomes a community hub. A place where people feel like they belong. • Food + sport is a natural match. At Adibakery in Copenhagen, runners met over coffee and bread before heading out. • The strongest activations create a sense of belonging, not just a transaction. People don’t remember free merch, they remember how you made them feel. • Scale doesn’t equal impact. A small, well-designed pop-up can generate more energy and loyalty (and in the and even money) than a massive showroom. • The brands that really get it treat these activations as a complement to their big campaigns. In Berlin, Zalando had massive billboards and presence around the marathon. If you don’t show up where the community gathers, you’re just standing on the side.
AM notes is a series of observations by @stepan.klima
Alma Wines
Visual Narrative & Merch
– 2023
To introduce Alma Wines and its focus on natural wine, we decided to anchor the communication in one strong visual story. Together with artist Barbora Matějková, we created an illustrated comic: a vine that looks sad at first, only to come alive when surrounded by flowers and insects — finally bearing fruit with joy.
An allegory for what natural winemakers know well: a vineyard without chemicals is a vineyard full of life.
From this narrative, we developed not only the comic itself but also a line of merchandise that carried the story further.
Credits
Idea & narrative: @stepan.klima
Illustration & narrative: @baramarcipana
BW Photo: @_daniela_k
Client: Alma Wines
Mirnix
Naming Direction & Tagline
– 2024 to 2025
Originally known as Mirnix Tirnix, the brand needed a name ready for growth. After several naming rounds — including a near-final Mystix — we returned to the source and simplified what was already there: Mirnix. With the hockey division, the name now extends naturally to Mirnix Hockey.
What stayed from the process was the idea that stuck: Gameday Everyday. A reminder that every day is worth showing up for — on the ice or off it.
Credits
Ideas: @stepan.klima
Graphic design: @richardsvercic@ricco_type
Photography: @natythechild
Centraal
Concept, Naming & Visual Identity
– 2023 to 2025
Centraal started out as something else entirely. A restaurant project with a well-known chef, high ambitions, beautiful visualizations. But when the original plan fell through, it was time to rebuilt it into something else.
With Michal and Vojta, we stripped the idea down to its essentials: fried chicken and bubbles. That’s it.
We wanted something familiar but with its own category. So we invented one — Continental fried chicken. Because when you name your category, you own it.
The identity reflects that. Great food, cold bubbles, but sit on a folding chair. I designed the visual system around that tension. The typeface Cigarillo (back then still unreleased) gave it soul. We reached out to No Bad Type and they let us in early. Paired with a clean grotesk from Pangram Pangram, it clicked.
Centraal is proof that even if everything changes, when you know what you want and why — you’ll get there.
Swipe through for photos from the process — including how Centraal was first imagined. And on the last slide, you’ll find one of the early name ideas that almost made it.
Credits:
Ideas, design: @stepan.klima
Unrealized dinning concept @common_____ground@tereza___klimova
Photography: @vojtechtes
Typegafaces: @nobadtype@pangram.pangram
