Competitor Analysis
After defining the core question, I looked at how other fitness brands in the space present themselves visually. A common trend was the use of familiar symbols like dumbbells to represent fitness. While this approach is widely recognized, it often feels generic and doesn’t speak to the deeper values of inclusivity and personal progress that Faiczak Food & Fitness represents. This made it clear that avoiding typical visual shortcuts would be key to creating an identity that felt more personal, welcoming, and aligned with the brand’s mission.
Commonly Overused Logo Styles
Key Insights
Through my conversations with the client and research into the fitness landscape, I identified a set of brand traits that would guide the visual direction. These traits reflect not just what Faiczak Food & Fitness does, but how it wants people to feel when they engage with the brand whether in the gym, online, or through their meal services. The key themes that emerged were welcoming, inclusive, and motivating.
Other qualities that helped shape the tone included: Simplicity, Positivity, Knowledgeable, Joyful, Teamwork, and Energetic. Together, these characteristics shaped a visual identity that feels approachable, uplifting, and centered around real people and real progress.
Welcoming
Creating a space where everyone feels comfortable starting, no matter their experience or background.
Inclusive
Designed for everyone and every goal, without judgment or pressure.
Motivating
Uplifting, supportive energy that helps people stay consistent and feel proud of their progress.
Defining the Core Question
How can I express the brand’s core values without relying on cliché visual elements often associated in the fitness landscape?
I defined a core question to following the conversation with the client and research to guide the project.
Exploring Tone and Voice Through Moodboards
Building on insights from the client conversation and competitor analysis, I developed three moodboards to explore distinct directions for the brand’s visual identity.
"Board number one is the one that I like the most, and I like the yellow, orange, blue and red/pink colours."
After reviewing the options, the client gravitated toward Direction 1, which emphasized personality, warmth, and energy. Its color palette and overall tone captured the brand’s approachable, motivating character. They also liked elements of Direction 2, especially its focus on community and inclusivity, the imagery highlighted support and shared progress. The client asked for a blend of the two: keep the warmth and energy of Direction 1, but weave in the community‑first messaging from Direction 2. We carried the hybrid direction into the full visual system, fine‑tuning the color palette and locking in a clear, cohesive brand personality.
Moodboard 1
Moodboard 2
Moving Toward Design with Ideation
With a clear visual direction and aligned expectations from the client, it was time to begin developing concepts. My goal was to create ideas that reflected the brand’s core values while steering away from the usual fitness and food clichés. Finding the right balance took time, exploration, and multiple rounds of discussion with the client. Through that process, I developed and refined several concepts, which eventually led to a final direction that felt aligned with both the brand’s personality and its mission.
I started by exploring abstract forms inspired by shapes commonly found in the gym environment, not in a literal way but as subtle visual cues that could hint at strength and structure without relying on obvious icons. From there, I experimented with typography-based approaches to see if the brand's personality could come through letterforms alone. As the process evolved, I shifted focus toward capturing movement and people, two central elements of the brand, using dynamic shapes that suggest progress, energy, and human connection. Some early sketches leaned too heavily into geometric abstraction, which started to feel disconnected from the warmth and inclusivity we were aiming for. This helped steer the direction toward something more human and fluid. These explorations helped narrow in on a direction that felt distinct, flexible, and true to Faiczak’s inclusive mission.
Through continued exploration and conversations with the client, we refined the direction further. One piece of feedback that stood out came during an early review:
“For option two, I’m curious how it would look if instead of the F pointing down (which I like, it looks like a mountain and gives a very fitness vibe), the F could point up, if you get what I mean?”
This comment sparked a new round of experimentation around movement, upward energy, and progress. It was a reminder that even small adjustments can shift the tone of a logo and make it more aligned with the brand’s values. By staying open to feedback and iterating with intent, I was able to push the concept into a more confident and meaningful final direction.
Early Logo Concepts
Solution
Final Solution
Through collaboration and refinement, I adjusted the spacing and alignment to create a form that feels balanced, intentional, and human. The final design is bold but not aggressive, structured but approachable. It reflects how Faiczak wants people to feel when they walk through the door: supported, motivated, and seen.
The final logo brings together the two core elements of the brand: food and fitness, represented through two interlocking shapes that form a stylized "F." This symbolizes working together to help clients reach their goals reflecting the brand’s vision of Anyone, Any age, Any goal. The angled form suggests forward movement, energy, and motivation to reach their goals. The mark is enclosed in a circle to reinforce the ideas of community, inclusivity, and connection, which are at the heart of Faiczak’s mission.
Final Reflection
Real Impact Comes From Designing with People, not just for them
This project gave me the opportunity to be involved from the very first conversation through to the final handoff. From early exploration to defining the visual direction and delivering the brand guidelines, each stage challenged me to think more critically, communicate more clearly, and stay flexible throughout the process. Instead of holding onto early ideas, I strengthened my skills once again to lean into the client’s perspective and see their feedback as part of the creative process, not a detour from it. That shift led to a stronger, more honest solution. And seeing the logo now, being used in the real world by real people, made the entire process feel deeply rewarding. It’s moments like that that keep me excited to keep doing this work.
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