«Fitness is a lifestyle»
That was the starting point from which we started when Foxstar agency proposed us to participate in this project from Sweden: the integral development of Fitness Junkie brand, a sport brand for those most addicted to fitness and for those who love this lifestyle beyond the sport they practice. A brand born to inspire new stories, new challenges and achieve new goals.
During the process of competitors and context where the brand will be developed analysis, we understood that fitness is actually a lifestyle that starts from self-improvement, where energy is the engine and its objective is the balance. For that reason, we focus the strategy on representing the lifestyle through evolution, energy through movement and balance through geometry. From this point we begin to develop the design of the brand that covers the logo, packaging, bags, clothes labels, advertising layouts and much more.

To make a graphic visualization of the brand personality and its strategy, we were inspired by pulse: a cardiac beat that gives a visual rhythm to the brand. Each pulse, showed by rings, discloses each of the disciplines that fitness includes. That way, we are able to visually capture what fitness lifestyle means in a logo.
“Fuel your addiction” works as a claim, encouraging people to be part of a community and culture that wants to go further.