Background: Z-473 was born from a need of Alessandro Zarino, who, after having had experience as a model in the fashion industry, dressing the creations of Prada, Versace and Gucci, decides to take a break from that context, where the body is seen as a performative tool to enhance the clothes during fashion shows.
Alessandro, after working in Australia, where following several masters dedicated to the care of the body through balanced physical activity, began his path as a coach, decides after 5 years to return to Italy, and open his training club in Naples.

Challenge: In order to open a business dedicated to the world of indoor training in Naples, one must understand that, certainly the increase in awareness of a “mens sana in corpore sano” culture also fosters the growth of demand, but one is faced with an environment where there are countless competitors: how is it possible to differentiate oneself?

Execution: Z-473 is a brand that wants to convey the healthy culture of imperfection: there is no such thing as a perfect body, but there is a healthy body. Through guided and personalized paths, Alessandro Zarino and his team, define the best training itinerary measured to the client’s capabilities. A path that starts from physical training to recovery through healthy nutrition. A pictogram was designed for the Z-473 brand that starts from the perfect shape of the circle, but its structure is first divided diagonally, then slid on the cutting axis and finally rejoined; thus highlighting the beauty of imperfection. With the aim of further characterising the visual identity, using the same design method, a custom san serif font was created where each letter has one compound and one cut variant. Finally, to eliminate any visual distraction and highlight the imperfect forms, only two colors were chosen for the brand, soft gray and black.