PHEEL

Two self-described fitness enthusiasts and fashionistas had a brainstorm for a business: activewear that was both stylish and comfortable enough to wear all day. When their new apparel line PHEEL launched, they turned to us to brand them. We designed a custom designed, san-serif type and logo that is both strong and pliable, complemented by the punctuation of an iconic feather, evoking a feel that is both flowing, graceful, and soft to the touch, just like their clothes. The palette blends a strong, steel gray, with a sunny yellow, representing the bold colors and flashes of metallic found in their apparel.