A brand identity and online store for one of the most exciting and edgy new luxury gymwear labels.
The challenge was to create a premium brand to emphasise the premium quality product. As the product is only viewed on screen it was crucial to convey this message.
Following a branding exercise we also brought to light the inspiration at the foundation of the brand: “women's strength, style and individuality”
I explored brand concepts built around the above statement. The winning design was influence by the shape of a diamond. I chose a diamond as they are they are luxurious, an extremely strong material and primary used to display style and individuality, especially with women.
Since launch the brand has received extremely positive reviews from industry leading magazines, and experiences ever increasing sales on the online store.
Technical performance and luxe styling
from this hot new brand
Another factor to consider was ‘luxury’ or ‘premium’. To achieve this look I used a minimal black and white palette and kept designs clean, sharp and simplistic.
The simplistic look can be seen across the website. This also allows the clothes to easily be the main focus of attention.
The ultimate strong-not-skinny brand!