Athleisure Wear Rebranding

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

Role

Brand Designer

Client

Anther

Industry

Fashion

Duration

( On Going )

Anther is a startup transitioning from streetwear to a performance-led athleisure brand, with a strategic focus on pickleball as an emerging sport in India.

I initially joined as a UI/UX designer but gradually took on a broader role as a brand designer, leading the visual and experiential direction across identity, digital, packaging, marketing and product storytelling.

Working closely with a small founding team connected through ultimate frisbee, we defined the brand’s core personality using the Hero archetype, supported by Magician and Creator, to shape a system that reflects performance, transformation, and originality.

A key part of my journey in this project has been developing a strong visual design process grounded in research, exploration, and iteration. This included studying the evolving sportswear landscape, building moodboards, testing multiple visual territories, and refining them into a cohesive and scalable design language across all touchpoints.

Operating within startup constraints, we prioritized high-impact and flexible decisions while most resources were directed toward product R&D and athlete partnerships.

The new visual language is already live across social media, and we are currently in the final stages of garment refinement, website development, and packaging before moving selected pieces into production and preparing for launch.

Status

Currently in progress. Launch expected March 2026.

Curious how this unfolds?
Join the journey → @anther

Operating within startup constraints, we prioritized high-impact and flexible decisions while most resources were directed toward product R&D and athlete partnerships.