A decade-old women's fitness brand, rebuilt by hand for its tenth year. One custom mark, carried across a whole world.
Britt built a loyal following over a decade. The products sold, the community was real, but the brand had been pieced together over the years, one product at a time. Loud yellows, a logo from another era, packaging that looked different on every shelf. The work was premium. The brand read discount.
She came to the studio before her tenth anniversary with one goal: a brand that finally matched the business she had actually built.
The old line. Busy, bright, and pulling in three directions at once. Nothing felt like it belonged to the same brand.
The same detox, rebuilt. One mark, one system, a black-and-cream restraint that finally reads as premium.
Everything starts with a single custom letterform, the B with its lime corner. From there, the whole system is family: the same mark, the same architecture, the same restraint with the accent color, carried from a pill bottle to a hoodie to an app icon.
The rule that held it together: magenta does the work, black holds the frame, cream is the canvas, and lime never gets more than a period or a label bar. Restraint is what made it read expensive.
It finally looks like the brand I've been building for a decade.
FIT WIT BRITT · FOUNDER