Athletic Hearts

The brief

Athletic Hearts is a sport lifestyle brand. Culture Cartel built its full identity from the ground up: visual identity, design system and digital presence, designed to work across product, content, campaign and culture.

The insight

Sport lifestyle is one of the most crowded branding territories there is. Nike, Adidas and a hundred challengers fight for the same cultural space every day. A good logo will not break through that. A genuine point of view might. So we started with what the brand believes, not what it looks like. The giants sell winning. Athletic Hearts could own something more everyday: training as part of how you live.

The work

The core belief

We built the brand around one idea: sport is a way of living, not just a way of competing. Everything else follows from it.

Visual identity

A sharp, modern kettlebell shield mark that reads clearly at any size, from a wall sign to a cap.

Design system

A system built for consistency at scale, so the brand looks the same on a gym wall, a product tag and a phone screen.

Merchandise range

Caps, apparel, holdalls, vests and gym towels, each carrying the mark with confidence in the gym and on the street.

Stationery and brand presentation

A stationery pack and a brand presentation that set out the thinking behind the identity, so the rollout had a clear rationale behind it, not just a set of files.

The result

A brand with the bones to grow into something genuinely significant. It holds its edge on product, in content and in campaigns, and it is ready to travel.