Rebel Sport is the leading retailer of sport and leisure apparel in Australia. They have an extensive network of stores selling the latest quality, branded sport and leisure goods at competitive prices.
Rebel Sport briefed Equator to develop a quality female sports and footwear brand that would stand up in the premium, fashion-led yoga and workout category. The new range should be designed to be comfortable and look great no matter how hard the workout.
Equator developed Asana, a brand aimed at women who want to get the most out of their yoga and gym training. Equator approached the task knowing we needed an identity and design system that would work in an environment that is extremely brand focused. Therefore, it had to be visually strong to compete with some of the world's best known brands. The solution is an elegant contemporary marque that suggests calmness and a free spirit. The handcrafted typography conveys balance and symmetry, while a modern colour palette adds to the perception of vitality in a dynamic fashion brand. Looking good and feeling good brought together for Asana.