Vibora

Brand Identity for an Outdoor Padel Center.
Team
Client

Project Overview

Vibora is a park dedicated to padel enthusiasts, located in a small Tuscan village in Italy. The project was born from the passion of three friends and avid players who decided to open the first outdoor center in the area, nestled in the Mediterranean scrub. Aligning with the client’s expectations, objectives, initial investment, and sustainable growth over time, I designed Vibora’s brand identity and an on-brand communication strategy.

Objectives

The initial brief shed light on the client’s expectations, leading us to conduct a market analysis on the product, benchmarks, stakeholders, and padel trends in the target area. The goal was to define a unique and distinctive brand identity. Based on this input, the visual identity was designed and then adapted across various communication channels.

Strategy

The initial market analysis, covering product, benchmarks, stakeholders, and trends, was crucial for shaping the project’s creative direction. The research revealed key insights. According to the Global Padel Report 2022:

    • 67% of padel players would pay a higher fee to play outdoors.
    • 75% of players in Italy are beginners, despite competition being a significant aspect. One of the main reasons this sport is appealing is its ability to foster relationships in a social fabric often focused solely on family and work.
      Source: Global Padel Report 2022 by Monitor Deloitte.

The market analysis highlighted that Vibora’s unique selling proposition should emphasize themes such as “outdoor living,” “social interaction,” and “well-being.” Keeping these factors in mind, the resulting USP is:

“Vibora, the center dedicated to padel enthusiasts seeking wellness and fun in close contact with nature.”

Meanwhile, the corporate tagline, “Athletes by Nature,” plays on the dual meaning of “nature,” referring both to the surrounding environment and the target audience’s spontaneous and amateur relationship with padel.

Concept

The visual concept driving the project must convey the message “Athletes by Nature.” The core focus of the communication is the relationship between humans, nature, and padel.

Design

Vibora’s visual identity is designed to represent the brand’s values across various media, from advertising posters and pop-up stores to merchandise and social media. The brand’s strengths have been translated into a set of icons, used as stylistic elements to customize different communication tools.

The icons feature a minimalist style themed around nature and sport. The look and feel are clean and geometric, reflecting the technical imagery associated with padel, while the graphic composition maintains an informal tone.

The evocative name Vibora (a technical term in padel), chosen by the client, inspired the design of the logo, blending three iconic brand elements: the viper (from the literal name), the padel ball, and a three-pointed crown (representing the three founding partners).

Vibora’s official color palette consists of lime green (70%) and olive green (30%). The choice of green as the corporate color emphasizes the brand’s connection to its natural environment and ensures clear differentiation from competitors.

Regarding photography, given budget constraints, it was decided to use stock resources. However, to personalize the content, a custom filter was designed to be applied to all official communications, adding a distinct photographic look and feel to Vibora.