Zed & Zeus
It all started with a name. Our client had sculpted ‘Zed & Zeus’ and we were responsible for creating the brand strategy, visual direction and vision for this yoga/clothing brand.
We formed a disruptor from an idea. We balanced the traditional expectations from our client with a prolonged exercise of idea generation. Part of the process was educational, the final result below was the final stage of a visual journey through research and experimentation.
Brand Strategy, Creative Direction, Brand Identity
“Zed & Zeus creates activewear that is engineered to the male anatomy to offer full range of comfort and movement, whilst bringing more personality to the men’s activewear space with a stylish, bold and contemporary design. A commitment to responsible fashion is at the core, using sustainably-sourced, recycled materials.”
The approved logo is just one result from a long visual journey - there were ideas, problems, inspiration, influence to manage and consider. Our natural idea for the logo symbol was something modular, we knew it had to be a compound of multiple elements.
The typeface and colour theory had to perfectly balance the clear sophistication of the brand (since its target audience was an older age) but enforce a sleek and minimal edge that our agency was recognised for.
This project is the result of constant problem solving, as well as having dual influence from two very different clients who are signing off on the project; one in her 20’s, the other in his 50’s.
We created beautiful image collages to show how this brand (with the right strategy and investment) could compete with the brand identity standards of global fitness brands like Nike and Adidas.
“Zed & Zeus is a smart, sophisticated and aspirational lifestyle brand, whilst still being fun, playful and down to earth. When talking to our customers, we are friendly and approachable, but also ensure we are not overly informal or colloquial. We talk with intelligence and insight into our industry but we should never be preachy or condescending, especially when it comes to sustainability.”
Zed & Zeus creates high performance, sustainably-sourced activewear for the fashion- forward man.
The visual formula consists of imagery showcasing the pillars of the brand; sport, nature, architecture, exploration. Images to further convey key inspiration and ethos of the brand.