FIT is a new brand of lifestyle concept stores housing premium quality sports supplements and tailored nutritionist approved smoothies. Whether slimming down, bulking up, or just keeping healthy, FIT offer a range of products to cater to every body.
In order to push business to the next level, Biggie Smalls were brought in to develop the brand identity. We wanted to create something that mirrored FIT's offering – flexible, unique, not one-size-fits-all. Something that could easily dial up or down to suit the tone or audience.
The result was a strong, modular identity system. Graphic elements behave like a game of tetris – scaling, rotating and flipping to accommodate photography and messaging.