Dadel Brand & Identity

Dadel began as a small circle of dads looking for a place to stay active, stay connected, and share the realities of fatherhood. My role was to turn this idea into a clear brand with purpose and personality, but one of the early challenges was avoiding the clichés that often surround dad-focused communities. Many groups either lean too heavily into the competitive side of sport or drift into overly sentimental territory, and neither felt true to what Dadel naturally was. Through conversations with the founders and the wider group, it became clear that the real strength of the community was the mix of honesty, humour, and camaraderie. A narrative was created that allows the brand hold both energy and vulnerability, giving permission for dads to compete hard on the court while still connecting and confiding off it. Finding the right tone of voice was another hurdle; it needed to feel warm, witty, and real without slipping into parody. The solution came from writing as if speaking to a 'mate' on the sideline, embracing the occasional self-deprecating moment and grounding everything in authenticity. The result is a brand identity that feels lived-in and approachable, with values built around support, balance, and play. Dadel now has a foundation that reflects who these dads are today and gives them room to grow as a community, both online and in person.