A Visual Identity that Embodies Energy, Strength, + Forward Motion
The brand’s core message centered on transformation and empowerment. Whether customers were new to fitness or seasoned athletes, Stryve would be their partner in achieving their personal fitness goals. The positioning of the brand was built around the idea of progress, with Stryve standing as a rallying cry for those ready to take control of their health and fitness.
Visually, the brand identity needed to convey energy, strength, and forward motion while maintaining a clean and focused appearance. Our design process focused on creating a visual language that was bold yet approachable:
- Color Palette: A dynamic mix of energizing orange, light gray, and dark charcoal gray. The bright orange injects a sense of vitality and movement, while the neutral tones provide stability and professionalism.
- Typography: Helvetica Neue was chosen for its clarity and modern feel, ensuring a technical and confident appearance that reflects the brand’s expertise in fitness equipment.
- Logo Design: The “S” icon in the logo is a two-block design, angled to signify progress and movement, echoing the physicality and hustle of the brand’s audience. It’s like a literal “step up” or “step forward,” perfectly embodying Stryve’s ethos of continuous improvement.
The brand identity also incorporated arrows and flowing abstract tones in the background, representing breath, pulse, and the organic rhythm of exercise. These elements added a sense of warmth and life, contrasting with the technical, expert-driven nature of the brand.