Broken String Tennis is a tennis start-up inspired by high-level players breaking tennis strings. Breaking a string requires hard, consistent shots and something to wear as a badge of honor.

The Brief:
BST approached Hodag with only a name and a desire to build a modern, tennis-only apparel brand. Initial conversations and strategy work led us to the core value of “courage,” speaking to a value tennis players and BST’s founder, Jason, both embody. The brand had to be with an apparel-first approach and an icon-based identity was preferred.

The Solution:
The BST brand was built around the brandmark. The mark is an simplified, abstract representation of a “broken” racket. Seam lines not only create an empty space in the middle of the mark, but also form a tennis ball. Clean, high-end typography were paired with the brandmark creating an overall clean, modern, and understated identity that feels at home on premium, technical, court-worthy product.

After we locked the BST brand guidelines, we helped Jason build out the overall brand’s creative direction and vibe, business cards, and custom apparel graphics for the winter 2025 brand launch.