For my second-year project, the objective was to craft a distinctive brand identity for a service provider, whether real or imagined. Inspired by the creative freedom this task offered, I set out to conceptualize a brand that would make a difference. Thus, the idea of the "Fat Frenchie Fitness Club" was born. This brand not only encapsulates a unique charm but also embodies a noble purpose – assisting chubby French Bulldogs in their journey towards better health. The juxtaposition of "fat" and "fitness" within the brand's name forms an intriguing paradox, reflecting the transformative nature of the club's services. Through thoughtful design and meaningful messaging, the Fat Frenchie Fitness Club emerges as a symbol of care, determination, and the belief that wellness knows no boundaries.