Mind over matter sportwear
Mahara is a contemporary sportswear company with a heart and a soul. Designed for real women, in the real world, with all its real life challenges and frustrations, opportunities and rewards.
It’s a philosophy as much as a sportswear brand; at its core, lies the Japanese concept of Kintsugi a powerful idea that pays tribute to imperfections, repairing cracks in a physical object with gold, celebrating the object’s history and adding to the beauty of its story.
Mahara needed to re-build its brand identity, website and go to market strategy around the concept of Kintsugi. It wanted to build more than that though, with brave ambitions of creating an authentic community of empowered women willing to take ownership of their natural imperfections, repairing and transform their lives through hard work and dedication to physical and psychological wellness.
Early’s creative team developed a brand visual identity and creative route that dials up the element of Kintsugi, supported by powerful copy and beautiful visuals. We applied this to a new ecommerce website build, marketing collateral and social media templates.
Brand Visual Identity, look and feel, brand creative strategy, photography and graphical treatments.