Delta Galil, a long-standing company that has the knowledge, innovation, technology, development capabilities, and experience with international brands in this category, announced the launch of a new specialized brand in the field of activewear backed by product of the highest standard, which will be a pioneer this field in Israel. The challenge we faced was to produce a complete brand language, which would reflect the values of the brand and position it accurately in front of the target audience – men and women for whom sport plays an integral role in their lives and is a key to well-being. Work-out clothes are the drive for them not only in appearance, but in the sense of security and freedom they give them on the way to achieving their goals.
In the strategy process, we distilled the insight that the new world is full of opportunities for people who embrace flexibility as an internal compass, and thanks to it enjoy the ability to adapt, move forward and sideways freely, not only physically, but also mentally. We tried to adapt flexibility into our thinking and approach the creative solutions in unconventional ways that would bring unconventional results, starting from the stage of choosing the name, through the design process, and to the desire to challenge every interface and every customer’s point of contact with the brand – even in a field where the practices are relatively defined and clear.
The creative process began with a unique Naming phase, in which we tried to challenge and flex our thinking, while performing two inherently different sporting activities – running and yoga. After several stages of filtering down, we distilled dozens of names to the chosen name: Panta Rei – which, according to Heraclitus, means: “Everything flows, everything is in constant motion”.
The creative process began with a unique Naming phase, in which we tried to challenge and flex our thinking, while performing two inherently different sporting activities – running and yoga. After several stages of filtering down, we distilled dozens of names to the chosen name: Panta Rei – which, according to Heraclitus, means: “Everything flows, everything is in constant motion”.
All the way back in the sixth century BC, the Greek philosopher Heraclitus claimed that the world is constantly changing and moving, and this constant change is part of its essence. Everything flows, everything changes, everything is in constant motion. Panta Rei.
All the way back in the sixth century BC, the Greek philosopher Heraclitus claimed that the world is constantly changing and moving, and this constant change is part of its essence. Everything flows, everything changes, everything is in constant motion. Panta Rei.
The logo, which represents the initials of the brand name, allows for a constant flow of the letters within it. It functions as a memorable unit that can also be used by the brand in designated appearances, such as a symbol on the items of clothing and the various products or on signage.
The logo, which represents the initials of the brand name, allows for a constant flow of the letters within it. It functions as a memorable unit that can also be used by the brand in designated appearances, such as a symbol on the items of clothing and the various products or on signage.
The brand’s photographic language is based on close-up shots of the products, while the wearer is in movement. This framing makes it possible to emphasize the motif of movement and flexibility, the suitability of the fabrics for any type of sporting activity, and also allows you to see, almost feel, the high quality of the fabrics and the advanced technology in which they are produced.
The brand’s photographic language is based on close-up shots of the products, while the wearer is in movement. This framing makes it possible to emphasize the motif of movement and flexibility, the suitability of the fabrics for any type of sporting activity, and also allows you to see, almost feel, the high quality of the fabrics and the advanced technology in which they are produced.
Based on the premise that the brand is a performance-oriented Active Premium brand, we created a unique method for placing the symbol on the products. The principles of the method are consistent but nevertheless allow for flexibility in accordance with each particular product. The principles being that in each category, the symbol will be placed in the area of the main or largest muscle involved in the given activity.
Based on the premise that the brand is a performance-oriented Active Premium brand, we created a unique method for placing the symbol on the products. The principles of the method are consistent but nevertheless allow for flexibility in accordance with each particular product. The principles being that in each category, the symbol will be placed in the area of the main or largest muscle involved in the given activity.
To enhance the motif of flow and change, and in tribute to Heraclitus’ saying, we created a basis for a naming system that will carry forward the various products, inspired by and embracing the names of various streams and rivers around the world.
To enhance the motif of flow and change, and in tribute to Heraclitus’ saying, we created a basis for a naming system that will carry forward the various products, inspired by and embracing the names of various streams and rivers around the world.
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