I was tasked with creating the branding and packaging for a new line of performance gym towels. The target audience was gym goers in their 20s + 30s, who were searching for a towel that can hold up to sweaty workouts.

The client was initially torn between two different names. After some initial design explorations, it was clear each name gave off its own distinct mood.

Gym Fit = Aggressive, Strong, Edgy.

Fit & Clean = Playful, Approachable, Bubbly.

Deciding to move forward with a more modern and edgy aesthetic, the name “GYM FIT” was chosen. With the final logo approved, color palette, font, and messaging were chosen.

For the packaging, a set of icons were sourced and selected to quickly communicate the towel’s main features and benefits. Each icon utilizes a two-tone design; blue and black, for a cohesive look front to back.