ADAPT MEN — Demo
ADAPT MEN was conceptualized as a demo for brand focused on Men’s Fitness. The direction was to be a masculine, familiar design, but one that could double as a modern, edgier male brand as opposed to the very generic designs found at the drugstore. The selection of the word “Adapt” led to the formation of the slogan “Ready For Anything”, a strong, optimistic, relatable, and flexible branding decision that speaks to a wide audience of consumers, including anyone who chooses to buy the products either for men, or for themselves.
The mood board we developed tried to harness the energy of slogan’s attitude — “Ready For Anything”. The best results often require hard work, drive, and commitment to the grind. In the area of Men’s fitness, this could not ring truer, and the images in the mood board showcase this reality precisely. The men pictured already have physiques that communicate their victory in the field of achieving peak male fitness, no matter the weather or condition. The images feature weight lifting, running, exercises like push-ups, and even yoga.
The color blue obviously dominated the color palette, evoking masculinity, hydration, and the sky. The range of colors sufficiently cover all the bases of designing a brand around men who are active, but to stand out just a tad more, we added a pop of Electric Green to really push the brand design to go above and beyond its typical blues.
The first logo design was close to what we envisioned, but it did not completely reflect the intended direction, and therefore would have to be revisited. Primarily, the text/font was too rounded and was not sharp or sleek enough to be a design that could truly appeal to a modern audience of men in the best way.
Thus, we were led to our current design for this Men’s Fitness brand demo — one that could adapt and overcome the test of a new logo design, as well as truly epitomize the feelings of strength and adaptation that were sought after from the start. This design update also allowed a chance to incorporate the electric green color in the final design. The black and white version of this design is also a good example of what a new Men’s Fitness brand could be.
