Client »» Sport Lates

Brief »»

Twobelowzero have recently completed the brand creation ‘BeFit4′  - the new name for the ‘Sport Lates’ fitness company. Sport Lates commissioned us to look at their current name, how it was being perceived in the fitness arena and then create a new logotype and brand.

Solution »»

Our approach was to analysis their competition, other fitness brands and brands that their target audience are most responsive too. This data provided a base from which we quickly formed a picture for the direction the brand development needed to go in.

Within our research, brand analysis and name generation we came up with the ‘Be Fit 4′ concept. This fitted well with the brand values and core product offering and just as essential, the relevant domain names were available in both top level .co.uk and .com domains.

Once the name was finalised we began experimenting with typefaces, letter shapes and colours that would sit comfortably with the target audience. A series of visuals showing versions of the new brand on packaging and across different sporting disciplines was presented to ensure we had encompassed everything the research had presented and that there was enough flexibility for the brand to grow into new areas.

With a few tweaks to the design the final print and screen ready artwork was produced with the letter shapes being drawn by hand.

Timescale »» 4 weeks