Mumbai: Creative brand marketing agency Yellow has developed the brand identity, website, and go-to-market strategy for Terraloop, a sustainable athleisure brand founded by Shobika Shivaswamy. Designed for those who move the world by first moving themselves, Terraloop merges style, performance, and sustainability into a single, disciplined philosophy.
With a restrained yet kinetic visual language, clean typography in motion, and a palette drawn from elemental forces, Terraloop stands apart in a market crowded with performative “green” messaging. The brand rejects passive sustainability in favor of movement as responsibility, building a lifestyle around deliberate, repeated choices that benefit both the individual and the planet.
“Terraloop’s vision immediately resonated with us,” said Shrey Doshi, Founder and Creative Director at Yellow. “It’s rare to see a brand in this space with such clarity – they weren’t interested in just selling apparel, but in building a discipline. Our task was to ensure the identity, website, and go-to-market reflected that seriousness of purpose, while still inspiring the audience to be part of it.”
Vineet Mahale, Design Lead at Yellow, described the design approach, “We wanted the brand to feel premium, timeless, and active without falling into overused sportswear tropes. Every element – from the typography’s quiet motion to the photography’s balance of stillness and energy – was created to reinforce Terraloop’s ethos.”
For Vaishnavi Shivram, Senior Brand Manager at Yellow, the focus was on translating the strategy into a launch plan: “The go-to-market approach was built to spark curiosity before the first product drop. We designed touchpoints that educate, inspire, and invite – ensuring every interaction feels like part of the brand’s discipline.”
Dev Patel, Senior Writer at Yellow, spoke about crafting the brand voice: “Terraloop’s tone had to be unflinching yet human, precise in its language, but never cold. We wrote it to challenge the audience, while making them feel part of something bigger than themselves.”
For Shobika Sivaswamy, Founder of Terraloop, the collaboration was about alignment, “From the start, Yellow understood Terraloop wasn’t just clothing – it was a statement about how we live and move. They gave form and voice to that idea in a way that feels entirely true to the brand.”
Terraloop’s launch includes a fully responsive website, a cohesive brand identity system, and a strategically phased market entry plan. With sustainability at its core and discipline as its aesthetic, Terraloop positions itself for both cultural relevance and long-term impact.
