SPORTING EDGE
BRANDING / PRINT COLLATERAL
Sporting Edge is a sporting goods store in Christchurch specialising in hockey, cricket, softball, baseball, team wear, recovery and coaching equipment. Owners Matt and Ata, share a passion for sport and work closely with athletes to equip them with the gear and knowledge they need to help them pursue their sporting goals.
As new players in the sporting market, they needed an identity that was easily recognisable and would stand out in its respective market. The brand had to work across digital, print, sporting equipment and apparel which meant it needed to be easily reproduced while still retaining impact. Implementing a simple colour palette of black, white and orange was essential to ensure the brand would effectively stand out on different mediums and work with all colours.
The direction of branding captures the energy, strength and simplicity of the brand. The logo integrates a collection of diagonal lines, which represent a sense of dynamic movement and indirect reference to athletic tracks. The simplicity of the brand is reflected in the contemporary store fit out. The store flow is simple and well planned out, which enables customers to easily access all products and provides a comfortable, engaging experience. Since the launch, Sporting Edge has extended their shop to create a training room equipped with goals, technology and turf for players to train on indoors.
