Fuel

Overview
Website, logo, merchandise and package design for a gym and meal service.

Target Audience
Men aged 18 to 35

Strategy
• Testosterone laden but also clean and controlled
• Monochromatic red color scheme reflects power and determination
• Achromatic environmental imagery paired with chromatic hues emphasize individuals
• Logo consists of an abstract molecule referencing the building blocks of protein and life itself
• A minimalistic approach was taken when designing merchandise and packaging
Website design.
Gym exterior.
Branded tank top.
Branded take out box.
Branded water bottle.

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