Mauve
Brand Identity Design
- Industry
- Activewear & Performance Apparel
- Service
- Brand Identity Design
01
Overview
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.
02
The challenge
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.
03
The solution
A wave-form 'M' mark abstracted from motion, paired with a dusty, mauve-led palette pulled from the brand's own name, and a wordmark built with soft, rounded geometry that stays confident at the size of a hem tag.
Logo concept
The mark is a repeating wave, three connected strokes reading as an M while suggesting motion and rhythm, simple enough to work stitched, embroidered, or printed at any scale.
Deep Plum, Lavender Mist, Dusty Rose, and Misty Blue, a palette that traces back to the mauve dye first drawn from the mallow plant.
Brand Applications
