BRAND identity refresh | product packaging brand refresh for activewear sports brand: loomi
The brief
Loomi Activewear Ltd is an independent Scottish brand specialising in Betaspun® merino base layers, designed to be worn often and kept for a long time.
The product itself was strong, with a loyal customer base already in place.
But the brand identity and product packaging didn’t reflect the quality of what was being created.
This was a brand refresh project, focused on elevating how the brand shows up across every touchpoint, from social media to the unboxing experience.
The problem
While a logo suite existed, there was no consistent visual identity system to support it.
no defined colour palette
no clear typography system
no supporting graphic elements for social or marketing
and no considered packaging experience
For a premium product in the activewear space, this created a disconnect.
Customers expect more than just the product.
They expect a brand experience, especially at the point of delivery.
the solution
We approached this as a strategic brand refresh and product packaging design project, creating a cohesive system that could be applied across digital and physical touchpoints.
A refined colour palette
A flexible palette designed to evolve seasonally, while still feeling cohesive and recognisable.
A clear typography system
Modern, legible type choices to support both digital content and printed materials.
Graphic elements and brand patterns
Including a distinctive “travelling line” motif, subtly reinforcing the idea of movement, journey and everyday performance.
Brand guidelines
A structured brand system bringing together colour, typography, patterns and icons into one clear reference point, ensuring consistency across all future applications.
product packaging
A key part of this project was designing a premium unboxing experience that adds value beyond the product itself.
Rather than packaging for packaging’s sake, every element was designed to be useful, considered and reusable.
Branded tissue paper
Printed with the brand values, designed to be reused for storing garments.
Care card / inspiration postcard
A dual-purpose piece featuring garment care guidance alongside brand-led messaging such as “create your own path” and “reach your own summit”.
Something to keep, not discard.
Branded stickers
Extending the identity into smaller touchpoints, reinforcing recognition.
This level of detail aligns with expectations in the sports and premium apparel market, where packaging plays a key role in building loyalty and perceived value.
