WONDER>FIT is a fitness club established in 2016 in Taizhou, Zhejiang Province. After 5 years of careful operation, it has gained a series of loyal users and a good reputation in the local area, so the founder decided to launch a brand new space as the flagship club at the end of 2021 and iteratively upgrade the original brand with the goal of transforming it into a lifestyle brand rather than solely a gym, with the three concepts of “new concept of healthy life”, “integration of sports and coffee space” and “precise solutions” are the core to create a new scene that provides more possibilities for sports and life, so that users can be more quality immersed in the pleasure of subtle changes in their body.
WONDER>FIT's new visual identity is based on the stencil style typeface, which is derived from the original logotype. In this new design, we thought that there was nothing wrong with the overall style of the original logo, but the stencil shape and thickness ratio of the typeface were a bit old-fashioned, so we made the typeface lighter and more modern while keeping the overall style of the original logotype. We then added a triangular arrow symbol between “WONDER” and “FIT” and made a small split of the original word “WONDERFIT”, which on the one hand makes the whole word itself a simple and clear brand slogan - Wanna to be Healthier. On the other hand, we believe that the nature of WONDER>FIT itself determines that its space experience will be more important for consumers to build impressions and connections with its brand. The new logo and the brand's overall setting of “blue” also echo the series of triangular symbols and colors of the space decoration in the design of the space, so that its audiences will have a more consistent and uniform impression of the brand.
The new inauguration of the brand also coincides with the milestone of the brand's fifth anniversary, so we worked with the brand to plan all aspects of the new design that would contribute to this period. In this process, we have completed the design of special edition membership cards, mugs, cloths, and apparel, as well as packaging design for different types of products for WONDER>FIT.