MM Design shaped the visual identity of X-VST: three tennis racquets, three player profiles, one design system where Italian craft meets sport performance — from the first-time player to the competitive athlete.
X-VST is a tennis racquet line built around a simple but demanding brief: each product must speak directly to its player, in performance, in weight, in feel, and in visual language.
Agile X (285 g, 100 sq in head, 16×19 string pattern) is designed for players new to the game or those with a lighter build. It also performs exceptionally well for competitive female players. The design reflects its nature: clean, swift, immediately readable. Lightness is not just a technical spec, it's a visual statement.
Advance X (300 g, 100 sq in head, head-heavy balance) is the all-round racquet of the line. It answers the demands of modern tennis (topspin, power, manoeuvrability) and suits both club players and those competing in amateur and regional tournaments. Visually, it sits at the heart of the system: the balance point between accessibility and ambition.
Pro X is built for the competitive athlete who demands everything from their equipment. Head-heavy, fast swing, total control. The design language here becomes more precise, more technical, a tool that communicates mastery before it's even picked up.
MM Design oversaw the full visual identity of the line, from naming architecture to product graphics, building a coherent system that works equally well in retail environments and digital channels.
Sport has always been one of MM Design's most fertile creative territories. The X-VST project brings together two things the studio does best: understanding how a product performs, and knowing how to make that performance visible.
Working on a consumer product, a tennis racquet that must be recognisable, desirable and functional, means bridging industrial design logic with the language of visual communication and retail experience. The X-VST line was built to speak to a wide consumer base: beginners discovering the game, intermediate players looking to upgrade, and competitive athletes seeking a professional-grade tool. Three audiences, three products, one unified brand identity.
This is the kind of work MM Design pursues with sport, lifestyle and consumer brands: turning technical specifications into a visual language that communicates emotion, trust and belonging across markets, languages and cultures. But behind every visual decision lies a layer of work that rarely gets seen. Every MM Design project begins with a strategic design and brand strategy phase: market analysis, positioning definition, brand archetype mapping and competitive landscape research. It is this upstream thinking that makes the resulting design not only compelling, but durable, built to create lasting brand equity, not just aesthetic appeal.
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