SATIVE ⁽*⁾ gym & coworking. Brand Identity

SATIVE ⁽*⁾

Brand Identity

SATIVE is a community of active people and a new space in Tbilisi’s Vake district, combining a gym, coworking area, café, and chill zone. The space was designed to allow seamless transitions between workouts, work, and socializing, boosting productivity and mood.

The project involved participation in the development of the brand platform, refining the naming, establishing the tone of voice, as well as producing communications for both social media and offline, designing the space and events, creating merch, and even developing aroma and audio branding.

The bold and confident typography of the logo references street lettering and fonts that were drawn in grid notebooks at school. Depending on the context, the logo can be arranged in one, two, or three lines.

The naming works on two levels. On one hand, “Sative” means “hayloft” in Georgian, symbolizing the balance between hard work and well-deserved rest. On the other hand, it refers to the plant Sativa, which boosts energy and gives that “high,” much like physical activity does.

This dual meaning allowed us to incorporate a touch of irony and a positive nod to 420 culture in our communication, making the brand more noticeable and emotionally resonant with a progressive audience. Moreover, it aligns with the fact that professional athletes are increasingly turning to this culture for recovery, while jiu-jitsu fighters, for example, may practice it for concentration before a fight.

Ultimately, SATIVE represents the balance between discipline and pleasure, physical and mental health.

The identity is based on simplicity, geometry, and functionality, with a nod to Japanese minimalism.

The symbol — a star/asterisk (∗) — is filled with layered meanings. It serves as a metaphor for care and growth: the star represents a sprout, while the brackets around it symbolize hands that support and nurture development. Simultaneously, it symbolizes movement and energy: the brackets act as magnetic poles, with the star inside functioning like a coil in an electric motor, creating rotation and dynamism. Additionally, it represents the crossing of rays and a spark — a source of energy.

Ultimately, the symbol (∗) reflects movement, progress, and strength — key values of the brand, which aims to improve quality of life and enhance productivity in daily routines.

The visual language of SATIVE is built on the active use of typography and a vibrant orange color that serves as a key attention-grabber in urban spaces. To amplify this effect, orange film and dyed paper are used as mediums, achieving a brightness that CMYK cannot replicate.

For outdoor advertising, we focus on high visibility with minimal costs: stickers and posters easily adapt to various surfaces, and their placement requires almost no budget, allowing the brand to appear in premium locations.

Provocative double-meaning slogans like let's grow and legalize routine add virality, along with playful photography that highlights the product’s uniqueness and sparks curiosity to learn more.