PADELSMITH

Making a racket in the thriving padel sector

Brand Strategy Naming Brand Identity Photography Copywriting Animation Product design Tone of voice Brand Guidelines Brand Rollout

TRUTH

Padelsmith is 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, style and provenance.

Padelsmith's founder had a unique vision; one racket, innovatively designed, expertly engineered, and built to last. With the padel market drowning in noise, the real differentiator wasn't performance claims, it was a commitment to quality. That's where we found our idea. ‘Padel. Uncompromised.’ provides a driving state of mind for the business and a clear promise to an audience of the most demanding and discerning players.

DARE

We developed the name Padelsmith, which was chosen for its simplicity and clear origins in quality craftsmanship (goldsmith, blacksmith etc.). We then paired this with an identity that is grounded in quiet confidence and self assured minimalism, reminiscent of premium brands.

The logo cleverly balances the letter ‘P’ with the silhouette of a padel racket, and takes reference from classic monograms and stamps. This works with a sophisticated colour palette and typography that draws reference from the racket’s British and Spanish roots.

With premium imagery and a quietly confident tone of voice, we built an identity that disrupts without being traditionally disruptive. Something elegant, self assured and purposeful in a world of brash, sporty attention seeking.

Working with Thisaway has been a genuinely valuable part of building Padelsmith. From the beginning, the team understood the balance we were trying to strike between premium design, clear positioning, and a brand world that felt distinctive and credible. They have brought a high level of thought, care, and creativity throughout the process, and have helped shape Padelsmith into a brand that feels considered, coherent, and ready to grow. It has been a collaborative relationship throughout.

Souhaib Benmaou - Founder, Padelsmith