Subtle
When the founder of Subtle reached out, he wanted a brand that could carry Rope Flow, a fitness practice built on rhythm and movement, into people’s everyday lives. As lead brand designer, I was responsible for shaping this vision into a system that could scale with the business.
The challenge was clear: a brand that looked premium, felt approachable, and could stand the test of time. I had to balance minimalism with memorability, while still capturing the energy and flow of movement.
I crafted a color palette that is calm, minimal, and versatile. The reasoning was simple, Rope Flow is about rhythm and mindfulness, so the brand needed to feel loud enough to stand next to lifestyle and fitness brands. These colors were chosen to work equally well on packaging, social media, and digital experiences, creating consistency wherever the brand appears.
I chose Quicksand as the primary typeface for its rounded, flowing forms that reflect the rhythm and accessibility of Rope Flow. It feels approachable yet modern, making the brand easy to connect with while staying professional.
To balance that energy, I paired it with Giest, a clean and structured font. Together, the two create a system that feels dynamic but grounded, a balance of movement and trust that supports Subtle’s growth.
The Subtle logo was designed to capture movement and flow, reflecting the energy of rope flow as both fitness and lifestyle. I explored dozens of directions during the design process, sketching and refining marks to land on the one that matched the vibe of the product.
Packaging was treated as a crucial brand touchpoint. For a simple product like a rope, the packaging needed to tell a bigger story. I designed it to stand bold on shelves while staying practical in use, making it a lifestyle product rather than just equipment.
Every detail was crafted to make the brand scalable.
On social, the focus was clarity and rhythm. Simple, consistent visuals paired with storytelling gave Subtle a strong first impression. Within weeks, engagement grew by 130%, showing that the brand identity resonated with its community.
What didn’t work? Without a dedicated platform to convert this attention into sales, the momentum couldn’t translate directly into revenue. That gap naturally led to the next step: building the e-commerce experience.
After building the brand’s foundation across touchpoints, the next chapter is digital that converts.
I am currently designing Subtle’s e-commerce platform on Framer (no-code platform), integrated with Shopify. With a clear product flow and narrative-led funnel, the site is expected to generate a 70% uplift in orders post-launch.
Subtle has been less about completing a brand and more about creating a living digital system. Every touchpoint, from packaging to social to the upcoming website, adds to the brand’s story and adapts as the business grows and converts.
This project reinforced a simple truth: the best brands don’t stay static, they move with the people who use them.
— Krishnan S.
Founder at Subtle
130
Engagement Growth
100
Orders Delivered
70
~ Uplift in orders
4.8
Customer Satistfaction
