As a fitness brand positioned as health management and sports services, BlissFit hopes to offer the audience not only an elegant and comfortable sports experience environment, but also a perceptual lifestyle focusing on the return of the body to a healthy state.
The significance of its rebranding is to find a more suitable visual image to match the future development deployment of the brand, and establish a high-quality, unique and stable visual system through complete brand image design, so as to improve the use experience of the audience.
In the process of rebranding, we found that the founder of BlissFit has a unique and ultimate pursuit of the power of life given by sports. This pursuit is presented with BlissFit’s love of sports, and it is elegant and comfortable, healthy and pleasant, rigorous and delicate. Based on such keywords, we have constructed BlissFit’s brand values and run them through all aspects of the brand, including fonts, graphics, color, layout and picture rules are extended from offline to online mobile terminal experience. All touch points between the brand and the audience implement the values of BlissFit, so as to give full play to the unity of the brand image.
The logo of BlissFit consists of handwritten symbol and logotype.
Since the handwritten symbol is one of the main identification elements of the brand, we have redrawn the Roman typeface from Latin letter B. It retains the elegance of Western calligraphy and adds modern refining details to make it more dignified and delicate.
This design language is also extended to the graphic elements of the Year of Tiger in 2022. The overall trend is consistent with the symbol of handwritten B, which is delicate, relaxed and full of modernity.
In the application of brand image, we extracted apricot which means warm and comfortable, orange which means vibrant and pleasant, and gray which means rigorous and focused, combined with brand symbol and tiger graphics, to adapt to different scenes and create different atmospheres by scaling up, scaling down, tiling, cropping and dynamic effects. Through this brand image update and application, we look forward to further brand development of BlissFit in the future.