Fit Mentality
Fitness for the Mind & Body
Branding for an online platform.
Fit Mentality is physical & mental fitness advice exclusively for men.
The social construction of the westernized world has created the belief that men should be emotionally flexible; both masculine AND feminine, be built like a superhero, financially well-off and still take out the trash! Well, Fit Mentality is here to bust all these myths & to help men navigate through the landmines of life that lay before them.
Explanation
The essence of this logo is of mental & physical endurance. It is humbled by a clean & sophisticated style. The man bearing the world looks compromised, it is not easy & he is struggling under the weight. This logo is not the stereotypical masculine, obnoxious, aggressive, arrogant, testosterone-filled visual you’d expect. It exudes truth and authenticity, it is approachable & sits well with the target audience.
Based on the Greek mythological Titan, Atlas. Responsible for bearing the weight of the heavens on his shoulders. He personified the quality of endurance.
Target Audience
The average joe, “dad bods”, people who just want to be healthy, lose some weight, build confidence, and feel good about themselves. This is not aimed towards bodybuilders, steroid users or arrogant “bros” who seek the unrealistic & unattainable. Fit Mentality is the way of being the best version of yourself.
Life is difficult, much like bearing the weight of the world on ones shoulders. But to navigate through it with endurance yields the greatest successes.
Today, a titan is someone who is god-like, or powerful and influential in a certain field.
