SPORT / VISUAL IDENTITY
FLEUR
CLIENT
FLEUR / Concept
ROLE
Brand concept, visual identity and image direction
YEAR
2025
01 / OVERVIEW
More play. More possibility.
FLEUR is a self-initiated tennis lifestyle concept that brings a lighter, more expressive attitude to the court. Sport meets a playful visual identity designed to feel as good between matches as it does during them.
A five-petal flower anchors the brand, appearing as a quiet mark on equipment and an oversized inflatable sculpture in the campaign. Mint, lime and court blue give every touchpoint a fresh summer character.
Let a small symbol grow big.
The direction connects familiar sporting textures with unexpected scale. Canvas, terry cloth, felt and racket strings ground the imagery, while glossy flower sculptures turn the court into an imaginative brand setting.
The system extends naturally from apparel and accessories to bold environmental scenes. This is a fictional portfolio project with AI-generated imagery, created to demonstrate a complete visual identity story.
