Eugene Ling
Founder, Creative Director
In their own words
By stripping it away, Anya became more versatile. It could flex into lifestyle and global collaborations without being confined to activewear.
We wanted a mark that felt personal and human. Calligraphy carries rhythm, flow and imperfection, qualities that resonate with movement and authenticity.
Together, they capture the mix of fashion and function we wanted for the brand.
We made a rubber stamp out of their old logo and started stamping it on paper, and the outcome was surprisingly refreshing.
Focal captures the particular quality of a lost era of print production: the 1970s, when the hot-metal era gave way to phototypesetting.
The blurred state signals there’s more beneath behind the veil.
It should crystallise the essence of what cupping means, and how this is a step forward for Traditional Chinese Medicine (TCM) branding.
Articles & interviews3
- "Sunny Side Up Elevates Anya to Lifestyle Brand from Activewear"
Sunny Side Up rebranded Anya, evolving it from an activewear label into a broader lifestyle brand. The new identity features a motion-based typographic system and a contrasting calligraphic mark that balance technical precision with human warmth. The rebrand positions Anya for global collaborations and lifestyle expansion beyond fitness apparel.
- Sunny Side Up Crafts Co-Museum Identity Inspired by David Carson
Sunny Side Up created a dynamic brand identity for Co-Museum, a platform offering fractional ownership in cultural assets. Drawing inspiration from David Carson’s 1990s editorial chaos, the studio merged analogue and digital techniques using rubber stamps, brush strokes, and motion design. The result is a tactile, expressive system that reflects Co-Museum’s mission to make art more inclusive and emotionally resonant.
- Healing Hoops: Sunny Side Up boosts the image of cupping therapy in their brand for Lulu Wellness