Project Overview:
Gaya is a unisex sustainable activewear brand created for those who move with purpose. Rooted in the Indonesian word for “style” and inspired by Gaia, the mythological personification of Earth, Gaya embodies strength, stillness, individuality, and unity. The brand needed a full identity system that reflected both performance and sustainability, without falling into the expected tropes of the wellness space.
Objective:
The brand needed a visual identity that could communicate both high-performance qualities and a strong commitment to sustainability. It had to appeal to a modern, conscious audience who care about how things are made as much as how they look and feel.
Challenges:
The main challenge was finding the right visual balance between technical precision and natural softness. The identity had to feel clean and elevated while avoiding clichés like overused eco symbols or predictable nature imagery. It also needed to stand out in a highly competitive space while staying grounded in authenticity.
Design Process:
The identity was developed around four brand pillars: design, material, purpose, and impact. These were used as guiding principles throughout the creative process. The wordmark uses strong geometric shapes with subtle personality, communicating energy and control. A custom symbol was also created using intersecting forms and open space, representing flow, unity, and strength in movement.
The color palette, called Forest Energy, features rich greens, soft neutrals, and warm earthy tones. These tones are applied consistently across all brand touchpoints including apparel tags, packaging, digital content, and campaigns. Photography played a key role in the storytelling, showing real movement, raw physicality, and connection to natural textures. Typography and layout choices were made to feel impactful and clean, letting the visuals speak clearly and directly.
Outcome:
The result is a versatile and modern identity system that translates across physical and digital platforms. Whether applied to social media, print, apparel, or large-scale campaigns, every visual element reinforces Gaya’s philosophy. The brand invites people to train, move, and live with more purpose and awareness.
Key Achievements:
Gaya’s branding brings a fresh perspective to the activewear space. It avoids the noise and trends often seen in the industry while clearly expressing a deeper mission. The system creates a strong foundation that allows the brand to grow in a way that feels consistent, adaptable, and genuinely aligned with its values.
