Creating a new brand
Padel tennis entered our lives very quickly, changing the way we relate to sport. It is a discipline that helps you stay fit, easy to assimilate and above all to play with friends. This is why Padelife was born, with the aim of becoming more and more a point of reference for fans of this sport, through advice, interviews, sharing game moments and much more.
2021
Strategy
Creativity
Challenge
To give life to a new brand.
The game of padel is becoming more and more popular and in Italy, as well as in other countries, the investments that revolve around this new discipline are growing strongly.
Caffeina was chosen by a group of investors to create a new brand that could soon be a protagonist in the international panorama of this sport.
A brand that could be based on an identity capable of representing important values such as sport, inclusion, contemporaneity and sustainability.
SOLUTION
A green and inclusive brand.
After an in-depth analysis phase, we developed a brand platform that allowed us to identify the strategic direction to follow and the best territory for the brand to cover.
The strategic direction led us to the identification of three concepts, endemic to the discipline, fundamental for the newly born brand: inclusion, dynamism and attention to the environment.
EXECUTION
Padelife is born.
The chosen logo represents the ideal visual synthesis for the new brand.
The P becomes a monogram that encloses the launch of the ball starting from the racket. But it also has another, more value-based reading.
In fact, the graphic sign represents a tree that wants to underline the tension to the environmental sustainability values promoted by Padelife.
EXECUTION
A coherent and distinctive visual identity.
We then developed its visual identity.
Working with the lines of the new brand and combining them with the distinctive features of the game, such as the lines of the fields, we have built graphic cages that could tell the soul of the brand and at the same time create visual consistency, to enhance its recognizability.
Together with Padelife’s tone of voice, we defined the color palette, identified a set of fonts and defined the photographic treatment of the communication, developing applications on merchandising and on the main touchpoints: digital, Social, ATL and BTL.
