The Visual Identity
Leisure Athletic had two core ranges – the Active range and the Recover range. Each range has a core group of products which we differentiated with a distinctive colour that works with the core brand colour.
A dark midnight black sits alongside a complementary colour palette of a vibrant, energetic purple for ‘Active’ and a calming and trustworthy blue for ‘Recover’
We created a distinctive typographic style by mixing the contemporary serif typeface, Cambon with the sharp sans-serif Neue Alte Grotesk. The mixture of typefaces allows a flexible system that gives the brand personality and a tone of voice. The flexible design system allows playful scale and hierarchy across brand applications.
