REFINED Lifestyle

REFINED Lifestyle is a company that sells online fitness and nutrition coaching. On their website, you can find fitness programs for home and gym, nutrition programs and individual coaching. In the future they will also sell merchandise and protein samples. REFINED believes in improving the lifestyle of their clients and focus on corrective exercises and adopting healthy habits. Their main target audience is people that don’t have time or feel intimidated to go to the gym and want to have a better life. Also, their audience is interested in avoiding the effects of a sedentary lifestyle.

 

One of the main goals of the brand identity project was to find a way to differentiate REFINED from the competition.  We set the guidelines during the briefing stage and we fixed the visual direction through a set of mood boards.

 

We opted for a serif font with minimal modifications for the wordmark. Then, we developed a series of variations to be used on different materials. We also made sure to express the personality of the brand through the colour palette, where orange is the main focus, followed by green, dark blue, and pink. Orange, for example, is considered the colour of joy and creativity and it promotes a sense of general wellness and emotional energy that should be shared, such as compassion, passion, and warmth.

 

We developed a visual identity consisting of logo design, typography, colour palette, icons pack, photography direction, and possible designs for t-shirt merchandise and product packaging.