SKHIZO
The evolution of ‘schizophrenic,’ with ‘phrenic’ connoting the mind, is omitted here to signify the journey of healing and rescuing individuals with traumatic symptoms. The substitution of ‘c’ with ‘k,’ alongside the juxtaposition of ‘k’ and ‘h,’ articulates the emotional essence of the brand’s ethos: ‘kill me’ and ‘heal me.’ This conveys the arduous nature of self-healing, suggesting the imperative to overcome one’s former weaknesses and undergo a profound metamorphosis into an impervious, phoenix-like rebirth.
The interplay between simplicity and complexity within the structure harmonizes into a unique elegance. The notion of ‘killing oneself to heal oneself’ underscores the transformative process toward inner strength.
