Nicolette is a conceptual fashion identity, and an experiment in shaking up a stale industry. Rather than hooking into the current visual landscape of the activewear niche - namely, dark colors and generic images of mountain-climbers - the goal was to make fitness feel like a party.
For whom taking oneself too seriously is considered moral turpitude, the target market is made up of people who'd sooner die than slog through a 5 AM workout in drab colors and styles. Vibrant primary colors mix with versatile neutrals to create an identity that's both playful and high-end, with clean sans-serif type treatments and bold lines lending a contemporary feel. Cheeky photography rounds out the creative direction, building upon the digital foundation to produce a fun and engaging brand experience.