LYCRA
LYCRA is synonymous with flexible clothing that gives users the freedom to move on their terms. Working for Sapient Razorfish, we were invited to concept a series of brand identity treatments, tone of voice and visual language for LYCRA's soon-to-launch collection of sporting shapewear.
Made from a game-changing water-soluble fabric, each piece of clothing is designed to boost performance and streamline limbs. We explored the realms of futuristic tech and how this is disrupting the fashion industry, in order to devise several creative approaches.
We dove into futuristic brand language and logos, played with a spectrum of energetic, kinetic visual identities and established a sporting, dynamic tone of voice that speaks directly to the active, aspirational consumer.