SFLEX
Complete branding for a new gymnastics, yoga and pilates brand with attitude, fluidity, and a unique visual identity.
Flexibility that Transforms
SFLEX Project — Full branding for a brand in motion
SFLEX was born with a clear mission: to create a brand that represents movement, balance, and authenticity with style.
Founded by two young entrepreneurs, the brand was built from scratch to convey freedom and flexibility, both in its appearance and in the audience it represents.
The project began with the essentials: defining the name, brand personality, and positioning.
“SFLEX” combines the founders’ initial “S” with the idea of flexibility, creating a short, memorable, and meaningful foundation.
The visual identity was designed to balance strength and lightness.
The symbol, created from two mirrored “S” shapes, evokes a body in motion fluid, human, harmonious. A simple yet striking icon.
The typography mirrors this contrast: modern, confident, yet approachable.
And the primary colour, a soft teal green, reinforces the brand’s calmness, sophistication, and authenticity.
The visual system was created to live across multiple platforms from social media to tote bags, tags, notepads, and clothing items.
SFLEX is not just a sports brand — it’s a reflection of those who move with intention, with freedom, and with style.
