Et Tu, an athleisure brand, a first of its kind in India, wanted to launch a range of functional yet stylish clothes in the active wear range. The goal of the brand was to infuse clothes built with performance & functionality into everyday living. Created for people who are spirited, energetic and fearless - we designed an identity that was sharp, bold yet simple. The simplicity of the type was supported by a monogram that is modern and iconic.
The idea behind the name “Et Tu” (And You) was so strong that it formed the main inspiration behind the brand’s monogram. Et Tu, stood for community, diversity and inclusivity, which we visually captured through overlaps and simple shapes coming together. An abstract rendition of two people coming together to form a huddle.
We created icons and visual systems for the brand that simplified the communication of the product USPs in a language that would complement the overall visual architecture of the brand.
The brand essence “For the Spirited” plays on the idea of Vitality and Zest. A mindset that would resonate most with people who lead a dynamic lifestyle and are always on the go.
A signature stitch was developed which symbolised “&U” that could be placed onto the products subtly connecting it to the brand’s purpose. This accompanied by the brand stamp, which consisted of the monogram and tagline, helped us tell the brand’s story effectively to the target audience.
