Brand Identity
Graphic Profile Development


Sebastian Lindholm
Amanda Rönn
Marielle Tivelius Axfors

Our mission was to rebrand Jönköping’s premier padel facility, “Axelent Arena,” previously named after the head sponsor. Considering the national padel scene, we recognized that numerous international players frequent the courts throughout the year, necessitating a name that is easy to pronounce, write, remember, and understand in multiple languages. Additionally, it had to be unique and not already trademarked.

The arena now has its own distinct identity that reflects its rightful prominence.
The finalized name, identity, and graphic profile clearly communicate the geographic location and accessibility, the diverse range of ball sports and training options available, and the premium value of the arena.