Arclo

Kids sport apparel in Indonesia is a category that has historically been treated as an afterthought. Most of what is available comes down to scaled-down adult versions of existing sportswear, generic jerseys, or imported products with no particular personality. Parents buy based on function and price. The kids wearing the gear have no real relationship with the brand on the label. Arclo set out to change that. The brand covers kids sportswear across multiple disciplines, including football, badminton, and basketball, and it was built from the beginning with the conviction that children who play sport deserve a brand that actually speaks to them. Not their parents. Not a generic sense of athletic performance. Kids who are learning to play, competing in their first tournaments, and figuring out which sport they want to make their thing. This is also a market with real momentum. Youth sport participation in Indonesia has grown meaningfully, driven by increasingly organized school and community leagues, and by a generation of parents who are more intentional about getting their children active early. The demand is there. The brand landscape serving it is thin.

Arclo had nothing when the project started. No logo, no color system, no identity of any kind. As a genuinely new brand entering a competitive category dominated by international names and established local players, getting the identity right from day one was not a luxury. It was the entire foundation. The design challenge for a kids sport brand is specific and not easy to get right. The identity needs to connect with children, so it has to carry energy, personality, and a sense of fun. But it also needs to feel like a real sport brand, one that parents trust enough to spend money on and that kids are proud to wear on a pitch or a court. Too playful and it reads as a toy brand. Too serious and it has no business talking to a ten-year-old who wants to look like their favorite player. There is also a lifespan question. A brand identity built only on what kids want right now will not survive a product line that needs to grow with its audience and expand across multiple sports. The visual language needed to be flexible enough to apply across football, badminton, and basketball without feeling forced in any of those contexts

Arterie built the complete brand identity for Arclo, from logo to color palette to typography, and extended it into a system of stickers and graphic elements designed to function as supergraphics across the brand's touchpoints. The sticker system is where the identity gets its personality. Rather than limiting the brand to a single mark, Arterie developed a set of playful illustrated stickers that carry the Arclo character across apparel, packaging, social content, and any other surface where the brand shows up. These elements can be applied independently, combined, scaled up as prints, or used as patterns. They give the brand visual depth beyond the logo without the identity feeling like it is trying too hard. The supergraphic approach is particularly effective for a kids apparel brand because it mirrors how children actually relate to the brands they love. Stickers, patches, bold graphic treatments on jerseys and shorts: these are the touchpoints that make a brand feel like something worth belonging to rather than just wearing. The core identity was built to hold across all three sport categories. The mark and visual system work whether the product is a football jersey, a badminton set, or a basketball kit, which matters when the brand needs to be recognized across very different retail and sport contexts.

A complete brand identity for a new kids sport apparel brand in Indonesia, anchored by a logo and color system and extended through an illustrated sticker and supergraphic library. The result is a brand that can show up on a jersey, a packaging box, an Instagram reel, or a banner at a youth tournament and read as the same thing every time. For founders launching new sport brands or apparel labels in Indonesia, this project shows what building a visual identity from scratch with real range looks like when the brief goes beyond the logo into the full graphic system.