Yella Activewear
// Brand Identity Experience & Packaging Design
YELLA Activewear is a premium activewear brand built on the belief that performance and style should never be a compromise. Sourcing from the finest technical factories in Europe, the brand was founded with a clear mission: to create elevated athletic wear that empowers people to move with confidence. When founder Daniella launched YELLA, she needed a visual identity as bold and intentional as the product itself.
Brand story:YELLA was in startup phase with a name and market positioning already in place, but no visual language to bring it to life. The identity needed to communicate premium quality and sleek energy while remaining versatile enough to work across garments, packaging, digital platforms, and print. It also had to feel timeless from day one, a brand built to grow, not just launch.
The Challenge:Custom logotype and logo emblem design
Brand color palette and typography system
Logo usage guidelines and brand bible (in collaboration with The Ordinary Good)
Garment care labels
Hang tags and packaging specifications
Custom mailer concepts and branded envelope design
Packaging tape, tissue paper, stickers, and stationery
Polybag logo adaptation
Brand application across print, fabric, and digital platforms
Scope of work:
Brought on as lead graphic designer for visual execution, I worked closely with Daniella from the ground up, translating her vision into a cohesive brand system. My starting point was market research and persona generation to better understand the focused target audience and the strategic positioning the brand needed in a saturated athletic wear space. Then came the logo: I designed both a customized logotype and a standalone logo emblem, each strong enough to hold its own and intentional enough to work together. Every letterform and proportion was refined to pixel perfection to ensure the mark would hold its integrity across every surface from garment labels to digital experiences.
My Creative Approach:From there, I built out the full visual identity: color palette, typography, and usage guidelines, collaborating with brand strategists The Ordinary Good to consolidate everything into a final brand bible. The packaging suite extended the identity into the physical customer experience, covering hang tags, custom mailers, care labels, tissue paper, branded tape, and stationery. Each touchpoint was designed to feel cohesive and considered, so that the moment a customer receives a YELLA order, the brand speaks before the product even does.
This project exemplifies my commitment to creating design solutions that are both visually compelling and aligned.
The result is a cohesive and striking brand identity that stands out in the activewear market.
The result is a cohesive and striking brand identity that stands out in the activewear market.
Every element was crafted to pixel perfection, ensuring versatility across various print materials, fabrics, and digital platforms.
Designed care labels for the interior of garments that reflect the brand emblem and present information in a fresh, modern style. These labels are easily adaptable and can be expanded into other garment categories.
The Brand Guide
The Brand Guidelines Book was created in collaboration with The Ordinary Good. They also developed the brand’s content strategy and messaging.
