Tonic Active Wear
Strong. Smart. Beautiful. Nothing feels like Tonic.
Yoga & Tennis
Understand the audience. Know your competition
This high-end environmentally responsible activewear company exported their products in that 51+ countries but had very low brand awareness. To raise brand recognition, we transformed Tonic’s brand identity from a small West Coast business, with a low degree of sophistication, to fashionable and appealing to women everywhere. We leveraged the celebrity status of Martina Hingis, creating the right conditions for the brand to be able to compete with the likes Nike, Adidas, under Armour, Lacoste, and Lululemon in the world stage.
Our work with Tonic Active involved branding the organization at every level. From working with professional athletes and tennis superstar Martina Hingis to making sure the fabrics used had marketable names. Every aspect of our work with Tonic required a careful analysis of customer data to ensure we made the most informed decisions and that the brand spoke to its intended audiences, regardless of the culture or language barriers, across 51 countries.Gonzalo Alatorre Founder/Creative Principal, étude.digital
The Etude Digital team pushed us to establish a more confident voice and brand identity, and the outcome completely exceeded our expectations. From our B2B marketing effort to our public-facing marketing material, our brand touchpoints are a true representation of who we are.Leopoldo Gutierrez Tonic Active Wear, CEO
To achieve with Tonic would be to make many women happy, whether it is little girls just starting with the sport or country club ladies who are out there having a good workout. The outfit influences the match. You go out there, you feel comfortable, in a way you do give a better performance. As a female athlete, you always have to look for comfort, which is very important; everything has to be 100%.
Multiple Grand-Slam Champion and Tonic Ambassador
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