Project Overview:
Gaya is a unisex sustainable activewear brand made for people who move with purpose. The name comes from the Indonesian word for "style" and nods to Gaia, the symbol of Earth. Gaya stands for strength, calm, individuality, and connection. The brand needed a full identity that showed both performance and sustainability, without leaning on overused wellness clichés.
Objective:
The visual identity had to show that Gaya stands for both performance and sustainability. It needed to speak to a thoughtful, modern audience—people who care about what they wear, how it’s made, and how it fits into their daily life.
Challenges:
The challenge was to balance technical sharpness with a natural, softer feel. The identity had to look clean and thoughtful without falling back on tired eco symbols or obvious nature themes. It also had to stand out in a crowded market while staying true to what the brand stands for.
Design Process:
The identity was built around four core ideas: design, material, purpose, and impact. These guided every creative decision. The wordmark uses bold geometric shapes with small details that add character, giving a sense of both energy and control. A custom symbol was also designed—made of intersecting shapes and open space—to reflect movement, unity, and strength.
The color palette, called Forest Energy, includes deep greens, soft neutrals, and warm earthy shades. These colors appear across everything—from tags and packaging to digital content and campaigns. Photography was key to the brand story, focusing on real movement, raw physical effort, and natural textures. Typography and layout were kept sharp and simple, letting the visuals do the talking.
Outcome:
The result is a modern, flexible identity that works across digital and physical platforms. Whether on social media, packaging, clothing, or campaigns, every element reflects Gaya’s core message. The brand encourages people to train, move, and live with more intention.
Key Achievements:
Gaya’s branding offers a clear, focused take on activewear. It skips the usual trends and clutter, putting the brand’s deeper purpose front and center. The system gives Gaya a solid base to grow while staying consistent, flexible, and true to what it stands for.
