Fitness Formula is the largest chain of sports nutrition stores, represented in more than 50 regions of Russia. In the stores, you can buy food supplements, sports and dietary nutrition, as well as accessories for sports. The company is engaged in retail and sales of its own products.

The brand’s stores offer a wide range of products for both sports and just for a healthy lifestyle. The company’s current visual communication is aimed at a very narrow audience – muscular men who are involved in serious training. During the analysis, it was revealed that the core of the target audience are people who play sports at an amateur level to maintain their health.

Based on this, the main goal of the rebranding is to establish communication with the audience and make the brand more “friendly”.

The identity is based on the sign of a hand with a raised finger up, which helps to create a positive image of the brand as a supportive assistant in the world of sports and a healthy lifestyle. The sign is embedded in the letter “F”, with which both words in the brand name begin. The letter consists of lines to give dynamics and a sporty character to the identity.

The project uses four bright colors for brand identity, as well as for color coding in navigation in the store space and coding on the brand’s product packaging. A certain combination of colors denotes a certain effect of the product, for example, a red background and a pink logo denote products for gaining weight and increasing strength.