Y1 is a hockey lifestyle brand, founded in London. The brand seeks to ‘Reinvent The Game’, engaging with upcoming hockey players, pioneering new technologies and promoting equality and diversity in sport.

We were asked by the founders, to capture these values in the design of their new season sticks, while consolidating and developing their existing visual identity.

We created design language that captured the company’s London roots and its high performance composite materials – referencing London architectural patterns to represent the carbon rigidity and power, and London Underground train carriage floors to represent the silicon core, incorporated for ball control and touch.