Do More, Everyday
The brand identity is inspired by the concept of tensegrity, a phenomenon based on a synergy between balanced tension and compression components. It has been found that the concept of tensegrity underpins the functioning of the human skeletal and muscular system allowing for higher levels of integration, strength and faster reactions of the human body.
The fitness brandscape in India is predominantly awash with promises of extreme ‘body-building’ and superhuman strength. While it may point to an aspirational positioning, it misses the value of fitness in everyday life situations. In our design of the identity for Enigma Fitness centres, we chose to highlight basic activities that a healthy and balanced lifestyle allows people to do with ease and to its optimum impact. An approachable and realistic visualization of the human body, together with simplified action-oriented copy brought the identity to life across its presence in print and spatial collateral.