JIM - ACTIVEWEAR [BRAND]
In meticulously shaping the identity for JIM, I embarked on a dynamic exploration of design, seamlessly blending the bold ethos of the gym with a playful twist. This brand, ingeniously named as a play on the word “gym,” transcends the conventions of traditional fitness wear. The retro and brutalist aesthetic, adorned with bold typography and a refined neutral color palette, resonates with the new era gym lifter who seeks not merely muscle but a lifestyle. From conceptualising the logo to curating a foundational range of apparel, every facet of JIM Activewear embodies a resolute commitment to redefine gym fashion, infused with humour and a sleek aesthetic.
