LEVANT — 2025
A tennis brand with no history to trade on
LEVANT came to us with a factory, a fabric contract and a twelve-week window before their first drop. No name equity, no athlete roster, no archive. The category they were entering is dominated by brands that have been on court for sixty years.
Competing on heritage was not available. Competing on specificity was. The brief we agreed on was narrow: make the product legible enough that a serious club player can tell, from a photograph, exactly what the garment does.
Type that behaves like kit labelling
The identity is built on a contrast: a high-contrast serif for statements, and a tight monospace for everything factual — colourway, cut, weight, view. The monospace does the work. It appears on the garment tags, the size guide, the product page and the campaign, always saying something verifiable.
That gave the brand a voice without needing a manifesto. COLORWAY: 03. DARK GREY reads as confidence because it is simply true.
Colour taken from the surface
The palette is pulled from clay-court photography rather than invented. Clay carries the campaign, near-black carries the kit, and a single warm accent marks the one action that matters on any given page.
Court clay
From the surface itself
Baseline
Kit black, near-neutral
Service
Single CTA accent
Chalk
Line markings
Every question answered above the fold
The product page is the whole business. Ours leads with the garment at full bleed, then answers fit, fabric weight, and what the piece is actually for — in that order, in the monospace, before any marketing copy.
The size guide is a first-class surface rather than a modal afterthought, because returns are the margin.
Screens from the build — drag, or use the arrows
Home — screen 1 of 3A launch that delivered
The store launched on schedule and has been extended since without a rebuild — identity, components and content model were all built to carry more than the first drop. The part we would point to is the buying journey: fit, fabric and what a garment is actually for are answered on the page rather than buried in a modal, which takes the hesitation out of checkout and the uncertainty out of what arrives.
