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PADELMANIA
Brand strategy, Rebranding, Brand identity, Website, Social & content, Email & CRM, Campaigns & events, Presentations
Romania's padel pioneer, now one bold brand across three clubs.
A branded house for the club that brought padel to Romania: a new master identity, a premium Tunari sub-brand, launch campaigns, social and a new website.
The challenge
PADELMANIA brought padel to Romania in 2013 and grew into three Bucharest clubs: Herăstrău, ParkLake and Tunari. Tunari raised the stakes, a membership club with its own restaurant, academy and a more premium audience, while the brand still spoke through an older two-word wordmark. The identity had to match the clubs at their best and keep every loyal player on board.
The insight
Being first was the asset: keep the values, make the image bolder, and let Tunari carry the premium end.
The approach
Our strategy team started with the market, not the logo: Romanian competitors, Bucharest country clubs and international benchmarks, pressure-tested in a working session with the founder. That defined a branded house. Our designers built one master identity, a wide, heavy wordmark with a custom M that moves like a swing, and gave Tunari its own register in serif capitals, beige and black-brown. Content, campaign and web specialists carried the system everywhere the brand speaks: the brand book, a four-phase launch, always-on social, email, and a new website whose copy was approved before a single page was designed.
The project
A branded house for the club that brought padel to Romania: a new master identity, a premium Tunari sub-brand, launch campaigns, social and a new website.
What we delivered
- Market research and competitor benchmark
- Rebranding and go-to-market strategy
- Master identity: wordmark, custom M icon, location lockups
- PADELMANIA Tunari sub-brand
- Brand book
- Merchandise and court-branding designs
- SinglesPlay event identity and printables
- Tunari landing page
- Launch strategy and email sequence
- Social media strategy and always-on content in two visual systems
- Newsletter and campaign emails
- Webflow website for all three clubs, with CMS, forms and structured data
- Client editing guide
Discover — Pre-branding research
Romanian padel competitors, Bucharest country clubs and international benchmarks, distilled into clear, actionable insights and tested in a working session with the founder.
Competitor and country-club benchmark
Define — Branded-house strategy
One master brand with endorsed clubs: Herăstrău and ParkLake on the core identity, Tunari as the premium flagship. Each stage built on the one validated before it.
Rebranding and go-to-market plan
Design — Master identity
A wide, heavy wordmark always written PADELMANIA, a custom M with the movement of a swing, and location lockups for ParkLake and Herăstrău, in deep purple and sulfur lime.
Before: PADEL MANIA, two words. After: one name, one M.
Design — Tunari sub-brand
A premium register for the membership club: serif capitals, black-brown and beige, and a PM crest marked EST. 2025, unmistakably part of the family.
Tunari lockup and crest
Deliver — Brand book and applications
Story, tone of voice, brand dictionary, logo system, palette and typography, with activation across print, merchandise, social and court-branding designs for the clubs.
The brand book: logo system, palette and merchandise
Deliver — Tunari landing page
A landing page for the new club, with hero video and gallery, built to carry the launch ads and now live on the club's own subdomain.
tunari.padelmania.ro, "Designed by FA Studios."
Grow — Launch and always-on content
A four-phase launch arc (reconnection, acknowledgement, rebrand, Tunari reveal), an email sequence and ongoing content in two visual systems: the main brand for every club, Tunari for the flagship.
Two social systems, one feed
Deliver — A website for all three clubs
Copy approved first, then design and build: one site for every club, with CMS for events, coaches and products, forms, structured data and a newsletter. Handed over with a client editing guide; launching on padelmania.ro.
The client editing guide
Results
What it added up to.
One identity now carries all three clubs across social, merchandise and print, with Tunari speaking in its own premium register. The Tunari site is live on tunari.padelmania.ro, and the new PADELMANIA website, with events, coaches, products and a newsletter built in, is launching on padelmania.ro.
3
Bucharest clubs carried by one master identity
2013
the year PADELMANIA brought padel to Romania
The outcome
What the work changed.
One identity now carries all three clubs across social, merchandise and print, with Tunari speaking in its own premium register. The Tunari site is live on tunari.padelmania.ro, and the new PADELMANIA website, with events, coaches, products and a newsletter built in, is launching on padelmania.ro.
A note from Alex
PADELMANIA brought padel to Romania, so the rebrand was never about erasing that. Our line from day one was "Same values, bolder image." The real craft was discipline: knowing which brand speaks where. Everything sold at every club lives in purple and lime; Tunari keeps its serif, its beige and its quiet confidence. When the client saw the new website, the answer was simple: they love it. Now we're taking it live.
Alex Codreanu
Founder and design lead
What the client said
Credits
FA Studios: research, brand strategy, rebranding, brand book, campaigns, social media, email, Webflow design and development.
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