CHIRVA
A fitness brand needed an identity that could live on a woven label at 1cm and a full billboard — and feel like a community, not a product.
CHIRVA is entering a saturated market where most sportswear brands look identical — aggressive geometry, dark palettes, generic energy. The founder wanted something feminine without being soft, bold without being loud. The target is women who train seriously but also care about how they look in the gym. The identity needed to feel like it belonged to a real person, not a corporation.
The symbol came first — a custom butterfly-like form built from four fluid, mirrored shapes. It carries movement, balance, and a sense of something alive. That same organic logic runs through the wordmark: rounded custom letterforms, nothing borrowed from any font library. The palette — warm rose and cream — was chosen specifically to stand apart from the black-and-grey sportswear default while still feeling serious. Every decision was tested against the smallest application: if it doesn't read on a 1cm woven label, it doesn't work.
Full brand system in production in Bratislava: logotype, symbol, wordmark, colour and typography guidelines, hang tags, packaging, apparel applications, invitation cards, and social media assets. The identity is on physical garments now.
