Athleisure Wear Rebranding

Repositioning a streetwear label into a performance-led athleisure brand.

Role

Brand Designer

Client

Anther

Industry

Fashion

Duration

( On Going )

Context

The Brand : Anther began as a streetwear startup but is now transitioning into an athleisure brand focused on performance, movement, and sport-driven identity.

How It Started : The founder and I met through ultimate frisbee. What began as conversations around sport, culture, and the gap in India’s performance-wear space eventually led to this collaboration. Today, we are a small, focused team of three, all connected through sport, working to build a brand that feels authentic to athletes rather than purely trend-driven.
The Opportunity : We identified pickleball as our core entry point. As an emerging sport in India with growing visibility, it offers a chance to build early relevance. Recently, the brand signed national-level pickleball athletes ranked within the top 10 and 20, strengthening credibility and positioning.

My Role

I initially joined to work on UI/UX for the website. As the project evolved, my role expanded into leading the broader visual direction.

Today, I contribute across:

Brand identity and visual language
Website and digital experience
Social media and marketing communication
Packaging design
Supporting product storytelling and direction

This shift allowed me to move from interface design to building a cohesive brand system.

Context

The Brand : Anther began as a streetwear startup but is now transitioning into an athleisure brand focused on performance, movement, and sport-driven identity.

How It Started : The founder and I met through ultimate frisbee. What began as conversations around sport, culture, and the gap in India’s performance-wear space eventually led to this collaboration. Today, we are a small, focused team of three, all connected through sport, working to build a brand that feels authentic to athletes rather than purely trend-driven.
The Opportunity : We identified pickleball as our core entry point. As an emerging sport in India with growing visibility, it offers a chance to build early relevance. Recently, the brand signed national-level pickleball athletes ranked within the top 10 and 20, strengthening credibility and positioning.

My Role

I initially joined to work on UI/UX for the website. As the project evolved, my role expanded into leading the broader visual direction.

Today, I contribute across:

Brand identity and visual language
Website and digital experience
Social media and marketing communication
Packaging design
Supporting product storytelling and direction

This shift allowed me to move from interface design to building a cohesive brand system.

Process (So Far)

Repositioning the brand : Moving from streetwear to athleisure required redefining tone, audience, and emotional direction.

Archetype framework : We aligned on Hero as the core archetype, with Magician and Creator as supporting layers. This shaped how the brand communicates performance, transformation, and originality.

Visual foundation : I explored identity territories, colour systems, and typographic direction to balance:
1. sport and lifestyle
2. aspiration and accessibility
3. energy and clarity.

System-first thinking : Rather than designing isolated assets, the focus has been on building a scalable system that works across products, packaging, digital, and athlete-led storytelling.

Constraints & Strategy

As a startup, most of the budget was intentionally directed towards product R&D, testing, and athlete partnerships.

This meant:

lean design decisions
prioritizing high-impact visuals
building flexible and scalable assets
focusing on long-term brand growth.

These constraints helped us stay strategic and grounded.

Current Phase

We’ve moved from exploration to execution. The new visual language is already live across social media, helping build early awareness and test how the brand resonates with its audience.

At the same time, we are:

Locking the identity and core visual system
Developing the website and launch assets
Designing packaging and product communication
Collaborating with athletes for storytelling
Finalizing garment edits and preparing for production

The focus now is creating a seamless experience across product, digital, and brand before launch.

Status

Currently in progress. Launch expected March 2026.

Curious how this unfolds?
Join the journey → @anther

Current Phase

We’ve moved from exploration to execution. The new visual language is already live across social media, helping build early awareness and test how the brand resonates with its audience.

At the same time, we are: