2023

Blissclub

Future of Activewear

Brand Design

Visual Identity

Verbal Identity

Brand Philosophy

Communication Strategy

Blissclub started with its founder, Minu Margeret, unable to find activewear that worked the way she needed it to. So she built it herself. As Blissclub grew into one of India's leading movewear brands for women, its logo hadn’t evolved with it. In 2023, right as investors were watching and competitors were multiplying, that mismatch became impossible to ignore. This is when we worked with the team to rebuild their brand and philosophy.

Blissclub had just closed a funding round, and that changed the clock the brand was working against. A wave of new athleisure labels were converging on the same customer base with more or less identical positioning. The apparel itself already sat somewhere between athleisure, athletic wear, and loungewear, in a space none of the existing categories quite described. The task in front of us was multifold. A full rebuild, working across naming, philosophy, visual identity, and every surface where a customer interacts with Blissclub.

We started by spending time with the team, understanding their vision, motivation and how the customers were actually experiencing their products. Over the past few years, the brand had grown fast enough that the team had not stopped to reflect and articulate precisely what set them apart, and how they wished to position themselves. This research became the foundation of everything else. A new category label was created, along with a new way to approach body image. And of course, a brand new look and feel to the brand that made it stand out visually from other competitors, as it did on a vision level.

Room to Move

There were many categories of apparel in the space Blissclub was working around. Athleisure, athletic wear, loungewear and the likes. But the brand didn’t want to force fit into any of these categories. It had something unique. Clothing you could wear from gym to the couch. Something you would feel comfortable in at a gym or just doing everyday activities like watering plants or reading a book. In a sense, Blissclub wished to celebrate any act of moving that a woman does in a day. That is how we came up with the category label: Movewear.

Let’s #keepmoving

The old logo was a rounded sans serif wordmark, the kind that doesn’t read like a premium brand a woman would choose to wear everyday. We moved Blissclub to a custom sans serif combination mark, sharper and more precise. Blissclub’s brand is defined by the tagline “Let’s #KeepMoving”. The logo abstracts this idea into a minimal yet memorable visual. Together the three contours come together and form the silhouette of a woman’s body, in a dynamic posture experiencing bliss through movement.

Beyond Positivity

In our research, we found out that the body positivity movement wasn’t all good. Whereas body positivity asks a woman to feel good about her body, neutrality considers all body types as a baseline. You don’t have to feel good or bad, or even think about your body. That is how body neutrality was born as a concept, and went on to define our brand approach. It is a quieter idea, and a harder one to market, but it matched what Blissclub's customers were actually asking for, clothes that get out of the way so they can move.

One Brand Language

A brand that lives across an app, a website, iconography and a row of physical stores cannot rely on a logo alone to hold it together. We built a color system and a set of graphical elements, so a customer scrolling Blissclub's website and a customer holding their packaging would recognise the same brand. Additionally, we worked with their marketing team to onboard them onto the new identity, and also ensured that their first physical store in Bangalore carried this new identity perfectly.

Impact

At the end of the project, Blissclub walked away with a brand positioning that gave them an edge over the competition. A unique visual identity that used the best of what they already had, and a new outlook that made it ready for the vision Blissclub had in mind. Following our work, Blissclub went on to win the ‘Breakout Brand of the Year’ award in 2024 for creating a brand that revolutionized an entire category.