Overview
Laya is a UK premium athletic apparel retailer, founded in 2024 and headquartered in London. I designed the brand's visual identity from the ground up, translating balance, mindfulness and inner peace into a clean, contemporary design system.

Challenge
Build a visual identity for a premium fitness brand that could feel calm and considered, standing apart from the loud, performance-driven language typical of activewear brands..

Approach
I developed a minimal logotype and a soft, restrained colour palette, applying the system consistently across packaging, product and press assets — letting quiet confidence carry the brand rather than visual noise.

Outcome
A refined, cohesive identity that positions Laya as a premium, considered player in the activewear space, translating wellbeing values into a tangible visual language.