THE BUSINESS
In a world where learning tennis is often seen as a long and intimidating process, Alvarenga e França emerges as a tennis school ready to redefine the game. It is built on a love for tennis and the conviction that sports performance can be achieved by anyone, regardless of their characteristics.

A&F was created with a clear promise: to teach an elegant, high-performance, and demanding sport right from the first class. In other words, students will play on their very first day. This is crucial for the audience, as the majority of them—whether aiming for performance, status, or simply fun—want to experience the sport and see themselves playing right away.


THE VISUALS
The identity needed to convey confidence and simplicity so that, upon first contact, the audience could instantly feel the brand's promise. It features an elegant and simple humanistic serif typography, paired with a color palette composed of dark shades of blue, green, and gray, highlighted by the lime green of the tennis ball.

Photography always carries a deep, grainy style—we don't need to look plastic. The brand requires color, depth, speed, and realism. We make use of midtones, blue and green filters, and always include elements that reference tennis in the imagery.

The result is a human, tactile, and confident brand that stays true to the reality of the sport.

[2025]
Naming
Visual Identity
Verbal Identity
Product Design