Simply Fit

Revamping a dying brand through image, products, goods and services to ensure their survival in the contemporary business world.

Objective

Create the identity and branding systems of a dying brand by revamping the organization through products, goods, and services to ensure survival in the contemporary business world.

Approach

I chose to rebrand SlimFast due to its outdated views on what being “fit” means. The goal was to create a more modern brand where consumers have access to personalized holistic life improvement strategies thro-ugh self regulation and creating new routines. This new style of SlimFast will embody the healthy lifestyle trends of the future.

Before beginning the re-branding process, I found what the brand’s core is. SlimFast believes that weight management should fit your life, meeting you where you are, supporting your goals and delivering results. They “make the journey possible for anyone”. Through their core, I then created a new mission statement, accompanied by three values. Since I was evolving SlimFast into a company that not only focuses on nutrition but on all aspects of life improvement, I had to ask myself if the name “SlimFast” still represented the brand. To reflect the brand’s new direction, I changed the name to Simply Fit.

The three values I chose guided me through many of the next steps in the rebranding process. I used them to influence my creative directions for the logo design, as well as coming up with future extensions for each value in the categories: products, services, experiences, educational, events and co-branding.

The end result of the project consists of a Visual Strategy Guide, Visual Development Guide, Visual Standards Guide and a website.

*click on images below to view each guide digitally