Simon Crofts


Design
Fashion
About


OHMME —
Activewear elevated
Brand Challenge

In a crowded activewear and lifestyle market, OHMME needed to redefine its identity, elevate its positioning, and appeal to a broader, sustainability-conscious audience. The brand required a full transformation—refreshing its product strategy, visual language, and market presence while staying true to its core values.Creative Strategy

We repositioned OHMME from a niche yoga label into a premium activewear and lifewear brand with global appeal. This included a complete rebrand, refined product direction, and a cohesive design language built on modern minimalism, sustainable materials, and lifestyle versatility. A new visual identity and campaign system were created to unify retail, e-commerce, and digital channels.Result

The rebrand elevated OHMME’s perception within the activewear space, securing coverage in Hypebeast, launching OOH bus shelter campaigns in high-profile London locations, and driving a measurable increase in sales and online conversions. The refreshed product line and campaigns connected with a style-driven, sustainability-minded audience, strengthening brand equity and positioning OHMME for long-term growth.



Deliverables

• Directed art direction across all channels, repositioning OHMME from a niche yoga label to a premium activewear and lifewear brand.
• Defined brand positioning to align with a style-conscious, sustainability-driven global audience.
• Created a unified brand identity system applied across product, retail, and digital touchpoints.
• Led product design and development, including fabric sourcing, trims creation, and tech pack production for apparel lines.
• Managed a design team.
• Designed print, packaging, and trims to reflect the new premium brand language.
• Delivered digital design (UI/UX) for e-commerce and brand platforms, ensuring seamless shopping and brand experience.
• Directed film and campaign production for OOH, social, and digital channels, including high-profile London OOH placements.



The transformation positioned OHMME at the intersection of activewear, lifestyle, and sustainability, elevating its relevance in a competitive market. The revitalised identity connected with both core customers and new audiences, driving increased brand loyalty and measurable market share growth. The introduction of diffusion lines such as Life Wear broadened appeal, offering versatile, comfort-driven pieces designed to transition seamlessly from active to everyday life. Signature products — most notably the RAY Jacket AG47 edition — became brand icons, embodying OHMME’s commitment to innovation, performance, and sustainable design.



• Transformational branding, positioning, and tone of voice, redefining OHMME’s market presence.
•  Enhanced design and performance of existing products while embedding sustainability at the core of the brand offering.
•  Expanded product range with new subcategories, including the lifestyle-driven Life Wear line.
•  Introduced innovative signature pieces — such as the RAY Jacket AG47 edition — as enduring icons of the brand’s ethos and technical innovation.
•  Delivered an OOH campaign across high-profile London locations, supported by a fully integrated digital and social launch campaign.