Active Intent is the private label sports brand sold at The Warehouse. It covers a multitude of products including activewear, fitness equipment, water sports gear and outdoor products. The existing brand looked dated, so I was tasked with updating and improving it. After extensive research I started with the logo, evolving and modernising it. I then moved on to colour, which I used to separate the brand into product categories, eg. fitness, play, water etc. Lastly, I chose the brand fonts and completed the packaging design. The result is a contemporary brand that works well over a large variety of products.