Bath-based branding agency Thisaway have launched Padelsmith, a new brand of padel racket looking to shake up the market with a single-minded offer that dismisses quick churn and mass production in favour of one expertly crafted racket, steeped in quality and provenance.

With the padel market booming, there has been a massive influx of new brands and products looking to get a piece of the action. But all too often these brands are driven by fleeting trends and quick profits – resulting in cheap, low quality equipment.

Padelsmith’s founder wanted to create the antidote to all of this; A single racket business model that turns away from superficial range options and standardised production to focus on innovative design, quality materials and traditional manufacturing.

Thisaway embraced this point of difference and desire to not follow the well worn path of ‘high-octane’ branding and flashy graphics. Instead, they focused on what really sets the racket apart; the provenance. Designed in Britain and hand finished in Andalusia, Europe’s padel capital, they are expertly engineered and crafted from the finest materials by experienced hands.

This commitment to perfection and unwillingness to compromise on quality, led Thisaway to the brand idea ‘Padel. Uncompromised.’ An idea grounded in settling for nothing less than the best and a driving state of mind for the business with a clear promise to an audience of the most demanding and discerning players.

This idea informed the development of the brand name, Padelsmith. A name chosen for its simplicity and clear origins in quality craftsmanship (goldsmith, blacksmith etc.), that also feels premium and established.

Thisaway created a brand that would stand out for all the right reasons. Rather than fighting with the brash, sporty nature of the sector, they chose to undercut it with a quiet confidence and self assured minimalism reminiscent of premium brands.

A sophisticated colour palette was chosen, pairing a smart navy with the warmer tones. Elegant typography blends influences from British classics and Spanish flair whilst carefully considered imagery takes reference from fashion, lifestyle and art to really showcase and elevate the racket.

The logo takes reference from classic monograms and stamps, with Thisaway creating an icon that cleverly balances the letter P with the silhouette of a padel racket. The flexible mark helps anchor the brand with an established feel whilst also working well across digital platforms.

Thisaway also ensured the brand was reflected in the racket design itself, ensuring it cuts a slick figure in all black with subtle colour pops, minimal graphics and elegant details like embossed logo detailing across the face.

The brand has been applied to a website (in collaboration with Testbed Studio), packaging (in collaboration with Matter), social channels as well as other promotional materials.