Zen Sports wanted to create a mark in the Australian market by launching Tennis and Badminton sports equipment. We wanted to design a mark that would combine a zen-like calm and competitive aggression. The thought became the pivot for the Zen brand story. In sports lexicon, being ‘in the zone’ describes a moment of effortless action when intent is transcended. ‘In the zone’ also captured a zen-like essence. After its launch, the Zen Retail Identity instantly got noticed, giving it a jump-start every startup needs.