Fonde

Brand design for a body-inclusive activewear brand.

In order to portray vitality and exercise, a colorful and bright color palette was chosen. Neon yellow and red stand in stark contrast with muted purple and off-black, fostering both visual intrigue and dynamic energy.

Incorporating a sense of motion and liveliness, playful lines are used as a pattern within the brand, evoking an unmistakable feeling of movement and dynamism.

The primary logo embraces this spirit by featuring lines that radiate in varying directions within the brand name, embodying motion. The choice of a triangle and circle as brand icons is deliberate – these shapes symbolize the diverse forms and sizes that people encompass, reinforcing inclusivity.

Moreover, the brand icon's versatile use holds a poignant symbolism. By being adaptable to two orientations, these contrasting shapes craft an illusion of a person – one appearing plus-sized and the other straight-sized. This compelling contrast emphasizes the universal truth that people embrace a myriad of body shapes and sizes, reinforcing a resounding message of acceptance and diversity.