Brand identity for Lupa. Lupa is a running app with a holistic approach to coaching it combines both mental and physical health. Running with lupa's audio coaching menas having a running coach, mindfulness teacher and data scientist all in one, available in your headphones.
Left: Original logo, Middle and Right: logo evolution iterations. Below: Final logo.
The new visual identity is a more polished version of the old one, whilst still retaining the the core of the identity: the lupa (or wolf, in English). The simple, uninterrupted lines of the custom typeface represent the ease and flow of running with the aid of the app. Body and mind at peace working together.
The graphic assets of this identity come from combining the frequency of a running heart rate (140bpm) and meditation heart rate (40bpm). Resulting in a visual representation of the app's holistic approach to coaching which takes care of both the physical and mental health of runners.
Flexible assets easy to build upon
Flexible assets easy to build upon
