Overview
Alo is an unsolicited rebrand concept exploring how a recognizable activewear brand could evolve into a quieter, more editorial wellness identity. The current Alo identity is recognizable, but the brand has grown beyond the studio. It now lives across wellness, fashion, travel, and everyday lifestyle moments.

This concept explores how the identity could better reflect that shift — from activewear brand to quiet luxury wellness house.

Built as a rapid AI-assisted concept sprint, the project focuses on brand strategy, typography, visual systems, and premium lifestyle applications.