Hoodzpah, a Southern California brand identity and type design studio, serves up a nostalgic yet modern visual identity for Nettie Pickleball.

Pickleball may be the fastest-growing sport in America, but most gear on the market hasn’t exactly been winning points for design. Enter Nettie, a new pickleball brand founded by Catherine Baxter, created to make paddles and kits that look as good as they play. To bring this vision to life, she tapped the creative team at Hoodzpah, a brand identity and type design studio out of Southern California, who served up a nostalgic, playful, and elevated identity that feels right at home in the old-school racquet clubs of yesteryear.

Serving Up Nostalgia with a Modern Spin

Hoodzpah’s goal was to create a visual presence that would rally both design-savvy players and everyday athletes. The custom wordmark, with its italic motion and cheeky “N” that arcs a ball right over the “i,” captures movement and fun in one stroke. The curly “E”s nail that retro racquet-club vibe, while the standalone “N” icon brings flexibility to smaller applications. It’s branding that doesn’t dink around, it scores big on both personality and versatility.

The Color of the Court

Typography and color choices were carefully chosen to feel like they’ve been rallying on the courts for decades. The pairing of New Kansas for headlines and Montserrat for body text anchors the system with welcoming retro charm. Stark and simple, the palette evokes racquet clubs, wood-paneled lounges, and timeless afternoon matches—all while keeping the look fresh enough for a new generation of players.

Paddle Power

Once the brand language was in play, Hoodzpah volleyed it straight into product design. Each paddle tells part of Nettie’s story: The Bainbridge nods to nautical flags from the sport’s birthplace. The Pendleton mirrors Midwestern sunsets along the Ohio River. The Ashbury channels Haight-Ashbury counterculture cool. The Bedford maps out Brooklyn subway lines in bold strokes. The result? A line of paddles and packaging that elevate every touchpoint, from the first serve to the last unboxing. Nettie isn’t just providing equipment; it’s building a culture that rallies community, design, and play.

Match Point: The Hoodzpah Touch

Hoodzpah’s brand identity for Nettie is unapologetically retro, refreshingly inclusive, and beautifully executed. It’s proof that pickleball design doesn’t have to be stuck in the baseline of dated or hyper-aggressive sports aesthetics. Instead, Nettie shows how good design can elevate even the most unassuming of games into a lifestyle that’s fun, shareable, and stylish.