Brand | UI/UX | Packaging

THE CONCEPT Athelite is an online, athleisure membership service. The brand advocates for mindful digital shoppers who are price conscious and trend savvy. Athelite competes with jobbers like Ross and TJ MAXX to source athletic apparel from big box stores. The brand is a response to the environmental impact of fast fashion. Athelite redirects clothing and fabric to new markets to slow the rate of fashion waste.

THE BRAND Swift and elegant, Athelite’s straightforward logomark references the ideal clever and quick online shopper drawn to Athelite’s services. The elegantly weighted letterforms combine the discipline and responsiveness it takes to be an waste conscious online shopper.