Flexydryer
Multi Disciplinary
2024
STRIPE CŌ
Minimalism in Motion: Redefining Activewear with Strength and Style.
- YEAR 2024
- CATEGORYbranding
About Stripe cō
In a world where movement defines modern living, Stripe cō was born to bridge the gap between function and form. Not just another activewear brand—Stripe cō is a lifestyle. Minimal by design. Premium in feel. Built for those who move through life with intention. This is the story of how clean typography, precise details, and a focused brand philosophy came together to shape a visual identity that’s as dynamic as its wearers.
Market Gap
Despite the $380 billion global activewear market (Statista, 2024), most brands either lean toward performance-first design (Nike, Adidas) or luxury athleisure (Lululemon, Alo Yoga), creating a visible gap between minimalist styling and fashion-forward utility at an affordable price point. 72% of Gen Z and millennials prefer versatile clothing they can wear both casually and athletically (McKinsey, 2023), yet most minimalist activewear comes at premium prices or lacks trend relevance. Stripe cō fills this gap—positioning itself between fast-fashion affordability and high-end aesthetics. Where Nike targets performance and Lululemon targets wellness luxury, Stripe cō delivers clean, editorial minimalism fused with urban functionality—with price accessibility that broadens its appeal to a younger, style-conscious demographic.
The process
The design process focused on crafting a clean, type-driven identity through moodboarding, iterative logo exploration, and typographic refinement. A custom wordmark was developed with tight structure and a distinct macron detail in “cō” to convey motion. The final system includes a monochrome palette, modern type hierarchy, and adaptable layouts for packaging, digital assets, and apparel applications.
Wordmark
The wordmark is inspired by Helvetica Neue Extended, chosen for its clean, structured form. A subtle stripe over the letter "ō" symbolizes motion and directly references the name "Stripe."
User Interface
Designed the e-commerce interface for Stripe cō by applying research-driven UX principles and scalable design systems to maximize engagement and conversion. The user interface was structured around behavior insights from DTC fashion platforms, emphasizing rapid product discovery, frictionless navigation, and seamless mobile performance. Leveraging a component-based design system, I optimized interaction flows with clear visual hierarchy, minimal cognitive load, and responsive grids. Attention was given to F-pattern scanning behavior, accessibility (WCAG compliance), and micro-interaction feedback to enhance both usability and retention across user touchpoints.
