Brand identity, logo design, typography and color system, web concept, social media direction.

VNDR is a Swedish athleisure brand startup with bold ambitions — to create high-performance apparel that transitions seamlessly from gym to boardroom. Their audience? High-achieving, lifestyle-optimizing individuals who value simplicity, quality, and elevated aesthetics.

The brand needed to feel both athletic and aspirational — fashionable yet functional — while standing out in a crowded space of performance wear and lifestyle apparel.

We created a minimalist yet aspirational brand identity that aligns with the mindset of peak-performance individuals.

Logo: A monogram built from the initial letter “V”, designed in negative space. The shape forms a triangle — at once a pyramid, an arrow, a symbol of direction and elevation — visually reinforcing the brand’s ethos of aiming higher.

Typography: A clean, understated sans serif. It doesn’t try too hard — and that’s exactly the point. It speaks with clarity and intention, allowing the garments and brand imagery to take center stage.

Color Palette: Timeless black and white provide a strong foundation, paired with natural, muted earth tones to add warmth and balance. The result is both modern and enduring.

The imagery concept is built around aspirational individuals in motion — athletic, stylish, confident. It’s about mindset as much as movement. We focused on clean compositions, and a visual language that bridges fashion and performance.

We designed a web shop mockup to set the tone for VNDR’s digital presence — modern, clean and product-focused.

Alongside this, we created aspirational social media assets aimed at attracting the right kind of audience — not just fitness enthusiasts, but driven individuals who see their clothing as a reflection of their goals and identity.

VNDR now has a strong, scalable identity system rooted in purpose, simplicity, and style. It’s more than activewear — it’s a visual philosophy for high performers who dress with intent.