Sunny Side Up transforms Anya from activewear into lifestyle brand

The activewear scene isn’t exactly short on options. Walk through any shopping district and you’ll spot the usual suspects – brands promising comfort, empowerment and that elusive ‘feel-good’ factor that’s become the default language of fitness fashion. So when Anya came to Sunny Side Up wanting to break away from this crowded conversation, the challenge wasn’t just about creating something different. It was about defining what different actually meant. The existing Anya Active had built a solid community, but the team knew they were boxing themselves into a corner. That extra word – Active – was doing more harm than good, limiting their potential to grow beyond workout gear into something more expansive. “It put the brand into a category,” explains Eugene Ling, Founder of Sunny Side Up. “By stripping it away, Anya became more versatile. It could flex into lifestyle and global collaborations without being confined to activewear.” But removing a word is one thing; replacing it with meaning is another entirely. The solution emerged through an almost playful discovery – what happens when you start arranging those four letters of Anya’ in different configurations? “We realised it could work really well as four characters,” Ling shares. “We played with scale and composition, and discovered the stretching and flexing communicated the active nature of the brand.” This motion-based approach became the backbone of the new identity. The letters stretch, compress and flow into each other, creating a system that’s both bold and surprisingly versatile. It’s a clever bit of problem-solving that manages to communicate movement without falling into the obvious trap of swooshes or speed lines that plague so many fitness brands.