Life is all about balance

OTIUM ACTIVE: BRAND STRATEGY & VISUAL IDENTITY DESIGN

WHO ARE OTIUM ACTIVE
Otium Active is a Brisbane based activewear retailer that specialise in bamboo fabric. Bamboo fabric is ideally suited for exercise clothing: it’s cool under pressure, irresistibly soft and light, it has a natural anti-microbial agent which ensures garments are odour free, it offers UV protection and is an extremely durable. Apart from their love for bamboo, they are passionate about people stopping treating exercise like a chore and embracing the positive mental, emotional and physical benefits. This inspired the name Otium Active — otium is latin for ‘free time, leisure or peace’.

THE STRATEGY 
Our aim was to create a balance between femininity and athleticism, style and functionality. We wanted to create a sense of sophistication, to mirror the luxury materials. Our target audience was women who appreciated quality, functional, subtle and stylish active-wear.

THE LOGO 
The logo was inspired by the Celtic knot: Triquetra of Harmony — which is a symbol for finding balances within different aspects of your life.  It is a simple, elegant shape with soft and hard corners for a strong but feminine look. The tag-line of the brand, ‘life is a matter of balance’, was developed as an eloquent reflection of the concept of me time.

THE COLOUR PALETTE 
A colour palette of deep blue, aqua and gold was used for a luxe, natural look with a bright pop.