PROJECT NAME

Arutala Lifestyle Hub

ROLE

Art Director, Visual Communication Designer

TYPE

Logo & Branding Guideline

Arutala Lifestyle Hub is a sports and lifestyle venue in Tebet, Jakarta, offering padel and badminton courts as part of a social and active urban community space. The goal of this identity was to create a brand that feels energetic, contemporary, and distinctive within Jakarta’s rapidly growing padel scene.

Most padel court brands in Jakarta tend to follow a similar visual formula—using terracotta and dark green palettes paired with script-style typography, which often results in branding that feels visually repetitive. The Arutala identity was designed to break away from this pattern and establish a more modern and youthful visual language.

Inspired by the iconic Wimbledon color palette, the logo adopts vibrant purple and bright green tones, creating a fresher and more energetic interpretation while still referencing the heritage of racket sports. The brighter palette helps the brand feel more lively and approachable, aligning with Arutala’s positioning as a social lifestyle hub rather than just a sports facility.

The logo integrates a ball and trajectory motif, forming a dynamic arc across the typography to subtly represent racket sports movement. This visual element connects padel and badminton through a shared sense of motion, energy, and play.

By combining bold typography, an energetic color palette, and sport-inspired visual elements, the identity helps Arutala stand out among hundreds of padel courts in Jakarta while reinforcing its positioning as a modern sports and lifestyle destination.