PHYZIKA

PHYZIKA is a purpose-driven brand designed to redefine activewear. It transforms training outfits into fashionable statement pieces, focusing on sustainability and comfort. PHYZIKA identifies an everyday problem while listening to the customer's needs. As a result, the brand finds a niche in the market.
Born during COVID-19, PHYZIKA needed a distinctive approach to enter the market from a distance. The main touchpoints are the identity design, the website, and, most importantly, their sustainable packaging experience.
We organized naming workshops and first worked on research and the vital brand strategy. As part of the extensive project, we continued with identity, tone of voice, copywriting, packaging, photography, video, and digital design. Everything was done sustainably, with "less is more" being the project's mantra, including the recyclable fabrics, minimal waste, paper, and look and feel. The brand uses no plastic.
The visual identity is a classy balance between expressive typography, calming pastel green, and minimalistic features. The brand's essence can be found in the layout lockup, where any photography or white space can flourish. Our color scheme is black and white, with a little of the custom PHYZIKA Mint color. It promotes calmness and well-being while hinting at the brand's sustainable philosophy.
We used 100% sustainable materials, such as environment-friendly cardboard shipping boxes; recyclable FSC, acid-free papers, and soy-based inks; biodegradable and compostable cornstarch bags; bespoke acrylic hangers that are durable, recyclable, and eco-friendly. Our custom PHYZIKA Mint fabric is recyclable and made with 100% renewable energy. Our printed materials, such as business cards, tags, thank you cards, and envelopes, are printed on recyclable, FSC-certified paper, produced using an innovative process based on the starch in the potato peelings – a by-product of the food industry. It feels like a tactile mixture of silk and sand, reminding us of our nature-friendly clothing.
The customers recognize PHYZIKA as a different, long-awaited brand and the solution to a problem. Despite the recent launch, niche yoga and stretching studios, boutiques, hotels, and retreats have already placed orders. PHYZIKA is targeting the big online retailers of high-end fashion goods next.