JB Active

Location: Botswana
Scope: Brand Design

The brief

With the rebranding and evolution of the JB Sport stable, one of the new brands that needed to be defined was JB Active. This brand would be positioned as a sporting goods specialist with international standards but local accessibility. Additionally, it aspired to be an authority on both style and trend in this space. TDC&Co was given the challenge of designing the brand that would live up to these aims.

Our solution

Sport is all about fulfilling your potential – whatever skill level you are at right now. We wanted to create a brand that would appeal to all customers, whether just starting out or performing at a high level. We characterised JB Active as an expert partner and trusted advisor, adding a layer of relatability to the wide range of sporting goods it offers. In this way, JB Active is seen to help customers on their journey from beginner to pro, offering them support and the equipment they need to achieve their goals.

Our graphic language was developed with this in mind, expressed in a system that allowed for targeted messaging to a range of skill levels and interest groups. The imagery is all about performance at different skill levels. It communicates that while not everyone will be an elite athlete, everyone can feel comfortable and competent when they’re doing their activity of choice.