Identity — 2025
CORE
Fitness brand built for people who train seriously and dress quietly. No aggression, no neon. The identity borrows from performance engineering.
Brand IdentityPackagingEnvironmental Design
The fitness space is saturated with war metaphors — attack, destroy, conquer. Core's founders came to us with a different brief: they wanted brand language borrowed from aerospace engineering. Precision, not aggression. The identity system uses a strict two-weight type rule — one weight for function, one for emphasis — and a palette built entirely from material references: raw titanium, matte carbon, chalk. Packaging details are printed in technical specification format. Instructional copy reads like a flight manual. It's a brand for people who already know what they're doing.