Background  |  Lara Fay Activewear is a premium fashion-forward activewear brand based in Cape Town, South Africa. They are committed to creating innovative, performance-first apparel for the modern woman, which blend fashion and activewear trends with Cape Town’s active lifestyle. Their products include; leggings, shorts, sports bras, vests and jackets.

Objective  |  The name “LARA FAY” comes from the founder’s two first names, which needed to portray femininity and elegance. Other than being bold, dynamic and “luxurious with an edge”, the logo design needed to be optimistic, confident and active.  

Outcome  |  The unique logomark was inspired by the shape of a flower – to portray the brand’s feminine side – as well as fire – for a confident and active lifestyle. The colour and shapes further imply vitality & health. In the logotype, the leg and arm of the letters R and Y were respectively rounded for elegance while the uppercase makes it bold and confident.