Launched earlier this year, Nimble is an Australian-owned and operated company that designs, manufactures, and sells high quality and affordable women’s active and workout wear online and through pop-up shops. Its identity has been designed by Camperdown, NSW-based Christopher Doyle & Co. (formerly of Interbrand Australia).
We created a visual identity based around a simple grid system and customised mono typeface that allows for constant variation and movement. This system varies across applications including apparel, tags and labelling, stationery and digital executions, resulting in a (literally) nimble identity.
With a name like Nimble and a female-only product it would have been easy for the identity to be full-on girly or overly delicate but the bold-ish monospace wordmark ensures that this brand is considered first as a solid activewear brand, one that focuses on women, which comes across in the airy spacing of the letters and the light red and tan color palette. Moving the letters around in a 9-square grid isn’t the newest of ideas but with that name, it’s almost impossible to resist the temptation to go there. It’s fun how the logo interacts with models on the photographs giving it a nice sense of dimension.
In application, things are kept minimally designed to great effect. Just the logo and a complementary rounded sans serif. Good product and model photography convey the right attitude on the elegant website. Overall, a bold and simple brand launch for a product with plenty of competition.