EAGLE, established in 1986, is one of Indonesia’s oldest sports footwear brands—and a beloved national icon. In 2022, Grid was commissioned to revitalize the brand, striking a balance between EAGLE’s legacy and a renewed, modern identity. Over the next two years, we conducted extensive field research, community workshops, and creative production—visiting cities such as Jakarta, Bandung, Bali, and Salatiga to engage directly with users and understand local market needs. We reimagined EAGLE’s symbol, drawing inspiration from its original 1986 mark, and crafted a custom wordmark that conveys both strength and velocity. Through brand strategy, identity design, and key visual development, we helped EAGLE re-establish emotional resonance with its loyal customer base while inspiring a new generation of athletes and creators.
