Lee Vierra

Lee Vierra is one of Indonesia’s pioneering women’s sportswear brands. With an established presence in the market, the brand had built familiarity with consumers, but the changing activewear landscape created an opportunity to move beyond its affordable sportswear positioning.

JED Creative was brought in to help transform Lee Vierra into a more contemporary and aspirational activewear brand.

The challenge was to evolve the brand without losing the recognition it had built over the years. We developed a more versatile identity that could communicate performance, movement and contemporary style while remaining accessible to a broad audience.

The new visual system was designed to work across the full range of brand touchpoints, from apparel and retail applications to accessories, packaging and communication. Its flexibility allows the identity to adapt to different products and activities while maintaining a consistent Lee Vierra presence.

Rather than positioning activewear purely around performance, the new identity reflects the way people increasingly wear sportswear as part of their everyday lifestyle. Movement, wellness and personal expression become equally important parts of the brand.

The result is a rejuvenated Lee Vierra with a more confident and contemporary presence, helping an established Indonesian sportswear brand evolve with a new generation of active consumers.