BRIEF 

The logo needed to be renewed as it was being perceived as old. The brand targeted consumers into fitness so the logo and the packaging needed to communicate that.

SOLUTION

This logo was originally designed by hand more than 30 years ago and had a high remembrance, so the letters needed a redesign, maintaining its original delicate spirit while adding the “fitness” approach.
In terms of the packaging design, and ellipse enclosing the logo and the main title did the job. This is used across the portfolio to ensure consistency. A wavy background and pastel colours emulate the curves of a fit woman.