It’s not called freestyle for nothing, you know.

 

Among the four swimming strokes, the crawl is the fastest, and when asked to swim freestyle, a swimmer’s preference is obvious.

Freestyle, a swimwear brand, had chosen its name with the same thought in mind – to let the brand be about user preferences and not about the brand alone. Traditionally, in the sportswear sector, the industry norm is to club products according to the category and not according to how the products are used. We took this insight as an opportunity to position Freestyle as a brand that empathises with customers and converses with them as an equal. This approach bled into the company’s culture and communication both. Eventually, we helped Freestyle transition from swimwear to fitness apparel.

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REBRAND
Freestyle had been going with the flow for a while, but now it wanted to move out of the pool and explore the rest of the sports arena. The brand wanted to jump from high-performance swimwear into the premium sportswear category. It wouldn’t be easy, it knew; all the bigger players were already there and competition would be tough. Freestyle had a good product to start with and a robust network of 200 retail outlets across the country. Getting to the target audience wasn’t going to be a problem; however, getting into their minds was.
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The exercise started with the visual identity. The new look builds on the earlier imagery, with a dash of the spirit of fitness. Actually, more than a dash. Designed for the urban individual, the new Freestyle stands for an active lifestyle - vibrant, progressive and driven by performance. With the aim of creating better brand recall, we simplified the original logo and brought emphasis to the name.
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Research showed that almost no one in the fitness segment was using green. In their products, yes, but not in their identity. This vibrant green was soon to become synonymous with Freestyle, finding its way in the products too.
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It’s all about you and your style, so ‘go for it’. The brand encourages and motivates its users to own their style, to be loyal to it and to do exactly what they wanted. This attitude especially extends to what you wear and your approach to fitness – wear what you want, where you want; it’s Freestyle.
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Logo : Tagline : Lockup
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Hydro-dry > Perspiration and fatigue management technology : Compact > Sculpted products : EZE > Comfort products
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Motivation : Reminder : Stationery that's more than just stationery