Fittgen
Industry
Fittness
Year :
2024
Overview
FittGen isn’t your typical fitness brand. It’s a full-blown movement, one that believes health isn’t a phase or a six-pack goal, but a lifelong relationship with your body. Built to resonate across generations — from FittGen to FittKid and FitTeen — the brand needed to strike a balance between high energy and trust, as well as performance and play.
We designed an identity that feels strong, modern, and inclusive. Clean lines. Punchy colour palettes. A logo system that moves as much as the people it’s built for. This wasn’t just about looking fit, it was about feeling ready, every damn day.
The Challenge
FittGen came to us with a big vision: to redefine fitness as a lifelong pursuit, not just a trend. But the fitness space is cluttered, full of brands yelling the same things with muscle fonts and macho colours.
We had to break that mould.
The challenge was to build an identity that could speak to kids, teens, and adults without feeling fragmented or diluted. Something bold enough for gym junkies, but welcoming enough for first-timers. A brand that didn’t just sell workouts, but a mindset.
In short: one name. Three age groups. Zero compromises.
The Solution
We built FittGen’s brand system on three pillars: energy, clarity, and longevity.
At the core was a flexible identity that could scale across FittGen, FittKid, and FitTeen without losing its visual voice. We crafted a bold, custom logotype with movement in its DNA, paired with a vibrant colour palette that feels active, not aggressive.
Each sub-brand had its own flavour — more playful for kids, more structured for adults — but they all shared one thread: momentum.
The typography, icon system, and content tone were designed to feel inclusive and alive. Not gym intimidation but a gentle nudge to get moving, whoever you are and wherever you start.
