Mauve

Mauve makes performance apparel, shorts, tees, and accessories, for people who train seriously but don't want to look like they're wearing a jersey. I built the full identity and packaging system.

Activewear is crowded with brands shouting logos across the chest. Mauve needed to feel premium and minimal, closer to fashion than sportswear, without losing performance credibility.

A soft custom wordmark and a small geometric mark discreet enough to sit on a hem or a sock, a lavender-and-black palette that reads as premium rather than sporty, and packaging considered enough to be part of the product.