K Tennis was founded by former top 5 junior Caleb Simms in 2020 and has already hit with the likes of Mateo Berrettini, Grigor Dimitrov and Taylor Fritz. Caleb needed a brand identity that reflected his calm and pleasant nature whilst ensuring it matched his chic and modern approach to tennis hitting. As the brand would be in contact with the world's best tennis players, it needed to look familiar to the sport's elite.