BeFit are premium multi-brand fitness & lifestyle stores. They offer a wide range of
fitness & strength equipment, footwear, nutrition supplements, apparel and cross fit equipment. In addition to that, BeFit created an app to shop online for their products.

For the brand identity, I developed a new monogram using a bulky 'B' as the main
element and integrating a thinner 'F' that typographically shows the intention of the
brand to make one 'fitter' and gives the letter B dimensionality and structure. This is
further enhanced with a vibrant and more energetic color palette. 

With this new monogram, the brand can create a system of motivational slogans
such as 'B prepared', 'B equipped', e.t.c. that further drive the brand's manifesto.