The basic idea can be summerized with the following sentence: "Buy the product, not the brand".
We are looking for a symbol (icon/logo) and a defined way to write the name "No Brand Loyalty" (word-symbol).
The icon and/or word-symbol will be used on products, either together or just the symbol by itself.
There COULD be a relationship between the symbol and the text, so there is a level of recognition when they are seen together - after first having seen the symbol by itself.
The design should reflect that people who choose to buy these products are making an educated choice, taking a stand against the large, overpriced brands, and going with a brand that chooses to locate interesting products at reasonable prices.
The visual identity should work in both a negative variant and a brightly colored version - no strong indication of the color - except: DON'T USE RED.
The symbol will be used on apparel and other items (embossed, branded, printed etc) - most likely by itself, whilst the wordmark will be used on labels (either by itself or together with the symbol).