Waterdrop
SILA by Novak Djokovic
SILA by Novak Djokovic is a new lifestyle brand that distils years of research, application, and refinement from a record-breaking athlete revered for his accomplishments and longevity. The brand is committed to sharing the knowledge, approach, and products behind his success with those who wish to perform better - on the court, in the office, or at home.
Noë & Associates were tasked with creating the brand strategy, identity, website, packaging, and campaign to launch SILA by Novak Djokovic and its inaugural product line to the world during the 2024 Australian Open.
Sectors
- Lifestyle & Wellness
Locations
- Global
Services
- Strategy
- Design
- Content
- Production
Prepared to perform
Noë & Associates worked with Novak Djokovic and his team to define their brand positioning and develop an identity and packaging system that reflected SILA’s commitments to simplicity, clarity, and transparency.
Inspired by the power of nature, the packaging and colour palette are comprised of earth and aquatic tones, contrasted with fluorescents that imbue each creation with a sense of high performance and energy.
Launching a legacy
The launch campaign brought the brand essence - “Prepared to Perform” - to life, telling a part of Novak’s story that is often forgotten - his struggle, adaptation, and ascension as an athlete. Centred around a hero film, it sought to humanise a figure of legend and nurture connections with the brand’s audience based on ambition over achievement.
The brand was launched at the Australian Open, with key identity and campaign assets leveraged across social and digital platforms alongside targeted media.
“The idea to create SILA started more than 10 years ago. I started being more disciplined, passionate, and relentless about finding the best ways to improve myself both on and off the court. I was so inspired by the overall wellness state I was in and how it was affecting my performance, that I decided to look into creating my own brand that could enrich people’s lives the same way it did mine.”
