Reintroducing a modern dynamic everyday sportswear brand for young, trendy audiences
Trijee is a modern and dynamic sportswear brand that reimagines everyday activewear through bold colors and vibrant, playful designs produced using breathable and comfortable materials. As part of a comprehensive brand overhaul, the brand needed a new brand identity system that captured their mission of inspiring individuals to embrace an active lifestyle as part of their self-expression and confidence.
The previous brand identity for Trijee was missing dynamism and vibrancy in its approach and overall design. While the logomark drew inspiration from the three co-founder siblings, it failed to represent the brand's core values. Additionally, the slim nature of the logo's elements created issues with legibility and visual impact.
Weak applications of the previous logo and brand identity across various social graphics results in an uninspiring and ultimately diminished brand interaction and consumer experience.
Our new branding approach centered on positioning Trijee as a bold, playful, and trend-conscious sportswear label that encourages proud self-expression while infusing joy and creativity into everyday wear. Driven by these core brand values, we designed concepts and visuals inspired by the dynamic and energetic hummingbird, executed in a vibrant aqua blue to symbolize agility, excitement, and playfulness.
Drawing inspiration from the hummingbird and its wings, Trijee’s fresh pattern system embodies energy, movement, freedom, and a playful, active essence. This adaptable visual component is integrated throughout diverse product lines and promotional materials, effortlessly bringing Trijee's lively and highly expressive new identity to life across both digital and physical touchpoints.
After eight years with the previous brand, Trijee's new brand identity was introduced across social media in August 2024, signaling a major transition in its style and identity. Following this successful launch, the brand has flourished and grown significantly within Indonesia's active community, even launching various communities and initiatives such as @trijeerunningclub and @trijeefitclub — all anchored and supported by the new brand identity.
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