The Edit: five projects including Universal Favourite’s fluid identity for underwear brand Nala

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks.

With Nala, underwear can not only be comfortable and sustainable, but sexy too. Bored by the restrictive and outdated body standards of the industry, they devised and launched their own planet-friendly, affordable, and high-quality range of products that are inclusive for all body types – empowering their audience to look, feel and do good. As loud and proud cheerleaders of self-expression, they worked with Australian design studio Universal Favourite to build a brand identity that stands out against the drab designs of the sustainability space it was playing in, whilst also holding its own against the underwear heavyweights.

Working alongside an inclusive series of photoshoots – showcasing diversity in body, gender, ethnicity and expression – the visual language is fluid and bold. From the ‘infinite smiley’ brand mark to the natural and organic imagery of the patterns, the finished result is an inviting and unapologetic voice of the brand. 

MyCoach was born from a desire to offer high-quality, low-cost training to more people. With an abundance of features, such as a library of exercises, specialised programmes, and recipes, the app offers all the advice, motivation and expertise of a personal trainer on your phone, at your convenience. Created by former personal trainers and founders of the UK’s #1 fitness podcast, their credentials and devoted following were there.

Their brand, however, was lacking. When building MyCoach’s new brand strategy, Among Equals defined a core brand idea – PT in your pocket – then built the entire brand around it. With a friendly, positive and authentic visual and verbal language, the identity centres around the accessibility and convenience of a mobile phone. From a customised typeface and UI elements that incorporate a phone’s rounded corners, to a logo that references a phone sticking out of a pocket, to photography showing the app in pockets in training situations, the resulting system is coherent and satisfying. 

MAEX is the name of the group of premium dental clinics which, together with Vitaldent, Smysecret, and Moonz, completes the DONTE GROUP brand portfolio. It represents a new concept of highly-specialised dental clinics dedicated to elevating the practice of oral medicine for both patients and practitioners alike. Therefore, when Grávita were invited to create MAEX’s identity, they were tasked with creating a look that not only aims at patients, but also at doctors to join the project.

From the tagline ‘Mastery and Dental Excellence,’ the Madrid-based creative studio built a bold and elegant brand that pays tribute to the knowledge and praxis of the profession. Central to this was the book ‘Le Chirurgien Dentiste, ou traité des dents,’ published in 1728 by Pierre Fauchard, who is considered the father of modern dentistry. For example, the pairing of Amen Display by Hungarumlaut and Saol Text by Shick Toikka resembles aims to resemble the typography of the publication.

Emphasising the art of dentistry even further, the creative studio built each piece of design with a 32-column grid – inspired by the 32 teeth that form an adult’s set of teeth. Meanwhile, MAEX’s colour palette comes from a mix of colour codes usually linked to the health and dental sector (blue and white) and others that suggest the idea of luxury, premium quality and sophistication (green and beige).

Longevity is an independent luxury Brand established in 2021, formed by two design engineering consultants aiming to create essential pieces with a sustainable approach in the selection and sourcing of fabrics and materials. They worked closely with multidisciplinary graphic designer and brand strategist Stelios Ypsilantis to develop a look that clearly represents the brand, highlighting their high quality, elegance, craftsmanship, and attention to detail. They opted for a minimalistic approach, led by a simple geometric sans serif – Silka by Atipo Foundry – which reinforces Longevitiy’s clear and direct communication style. 

Strategic design agency SKINN combined form, colour, and insight-led messaging to create a customer-centred identity for Spotto. The digital real estate platform harnesses expertise and data to help Flemish buyers find their dream homes. Inspired by the premium, insightful and tailored support of the service, SKINN crafted the brand concept of ‘Society is Our Customer.’ From there, the positioning of the brand was entirely sourced from collecting the right insights for buyers and sellers.