Overview
Jexter is a sportswear brand focused on high-performance apparel for competitive athletes. As the brand expanded into new markets which is bike apparel, its previous identity no longer reflected the energy and precision associated with modern cycling culture.
Geoff & Leona partnered with the team to reposition the brand and develop a visual identity that feels faster, stronger, and more contemporary.
Challenges
The existing brand lacked distinction in a competitive sportswear market. The identity felt generic and did not communicate the performance-driven nature of the products.
Our approach is to create a visual system that captures the essence of cycling performance while remaining versatile across apparel, packaging, and digital platforms.
