Slowburn: hold it longer.

Strength and Pilates apparel. Pilates and slow strength have become mainstream, and Gymshark says 36% of its customers now do Pilates weekly. But every Pilates label wears the same beige minimalism and a thin sans name. Slowburn owns one idea anyone can see: the hold. Its o is held three times longer than normal, the way a slow rep is.

Project: Self-initiated
Sector: Pilates apparel
Market: Sydney and online
Brand book: 81 pages

Slowburn is a fictional brand we created to show our complete process. The market research is real; no client, results or testimonials are implied. Scenes like the one above are concept applications of the final logo files, not photographs of real placements.

The brief

Positioning before pixels.

For women who train for strength, not speed, Slowburn is the creator-led apparel label built for slow, controlled work, because the hold is where the change happens.

Tagline: Hold it longer.

The idea

Time under tension: the o is held, stretched, slow.

Slowburn graphic language page — Graphic language, from the brand book

Creative directions

10 directions, one choice.

After research and strategy, we explored 10 distinct directions as concept boards. The chosen direction was then redrawn by hand as a precise vector system. Shown: the chosen direction and three alternatives.