Exsport

As a legendary brand that has been around since 1979 and has been through 7 rebranding attempts, we found it intriguingly challenging. This 8th transformation is crucial because it lines up with the generational change both inside (From the era of Sir Ronny Lukito to her daughter Angel Lukito) and also with external social factors of Z’s era.

We encapsulate the historical journey of Exsport with the way youths express their thrilling journey of self-discovery, combined in a proportional sense of classic look with a quirky and candid feel. Something that feels genuine and spontaneous, just like what an adventure feels like, but with a feminine touch. This design sense becomes the principle of how Exsport is designed.

The brandmark was designed to symbolize dynamic explorer girls. ‘X’, as a symbol of female chromosomes, exploration, and collaboration. Composed with a classic lockup on how historical lifestyle brands are presented, yet still able to be explored in a dynamic sense of expression based on the context. The logotype crafted to represent a subtle ups and down of a journey while still finding the overall balance. Then added with the graphic elements inspired by the process of discovery or expressive and spontaneous note takings when one is on a journey.

Finally, everything is composed coherently with attention to details, on labels, packaging, visual artwork, photography, and even to the enviromental graphics on the flagship store, creating an exciting visual expression that is unusual yet feels oddly familiar.

Creative Director. Bayu Rengga Mauludy
Art Director, Design Lead & Illustrator. Wicky Syailendra
Designer. Kholis Dzikrillah
Jr. Designer. Dini Dermawan
Design Writer. Risabella Miranda
Strategist. Arif Hakim & Yuda Dwidatama
Researcher. Kinan Kawuryan & Gilang Agustiar
Photographer. Dani Effendy
Account Executive. Wenda Zidah
Project Manager. Islam Bilhaqy
© POT Branding House