Matter of Reform
Matter of Reform is a new lifestyle brand, creating workout wear specifically for reformer pilates.
Taking inspiration from vintage leisure / sportswear brands by referencing the popular serif font style used within this time. To make it unique to Matter of Reform, we manipulated the typeface by placing twists into the vertical, longest aspects of the letterforms to help visualise muscular focus, tension and release.
The movements of pilates heavily informed our design thinking, with the twist being used in wider brand materials such as apparel and packaging. This creates a strong, and cohesive identity that stands out from other brands operating in this realm.