BRESSEL™ · Brand Strategy & Identity Design

A journey into the evolving spirit of performance & community within the world of padel across South East Asia.

BRESSEL™ began with Dani Bressel, a professional padel player who kept seeing the same issue everywhere he played: the game wasn’t being taught with the right technique, and when it was, it wasn’t accessible to most; especially in Southeast Asia, where the sport was growing exponentially.

The project spanned the full journey from discovery to implementation, including legal consultancy and brand guardianship. I helped build BRESSEL™ from the ground up through strategic collaborative sessions and workshops, unveiling the brand DNA and defining its strategy, architecture, and visual identity across courts, apparel, digital platforms, and padel academy experiences in Southeast Asia. Much like the players it supports, the brand exists in constant movement, adapting to new cultures, talent levels, and environments. Its identity clarifies the emotional drivers behind the sport and offers a clear guide for expressing one’s athletic self on and beyond the court: bringing world-class padel within reach.