Lorem

Lorem is a fitness and activewear brand aimed at women who want their workout gear to feel as good as it looks. The challenge was building a brand that reads as energetic and confident without leaning on the clinical, all-black aesthetic most fitness brands default to.

Gulf Display gives the wordmark a chunky, sporty weight, paired with Garet for supporting copy where legibility matters more than personality. The logo mark is an abstract hourglass shape, simple enough to work as a standalone icon on gear and packaging.

Colour is where the brand does its heavy lifting: a punchy pink sits against lime green and two shades of forest green. The combination feels active and optimistic rather than aggressive, and it holds up equally well on a yoga mat, a gym bag, or a social post.

Lifestyle photography features real movement: stretching, jump rope, roller skates, gear laid out mid-workout. Nothing feels staged or overly polished, which matches the brand's tone of confidence over perfection.

Lorem's identity now carries a distinct point of view in a crowded category. The pink and green combination is memorable on its own, and the flexible hourglass mark gives the brand a shorthand icon that works across merchandise, packaging, and digital touchpoints.