This was a branding project for a CrossFit box based in Gurgaon, India. CrossFit Life Performance is a community of fitness aficionados who subscribe to and aspire towards the principles of the CrossFit training programme. They offer small group classes led by hardworking, certified trainers.
THE STORY
THE STORY
CrossFit Life Performance is home to men and women of all ages with a variety of athletic and non-athletic backgrounds. CrossFit is a workout programme that combines strength, endurance and conditioning. What makes it unique is that it does not target any one body area, but rather is a holistic physical development programme.
ILLUSTRATION
The concept was to create a mark by introducing an element of CrossFit training within the identity. To further illustrate the passion driven members of this brand, the identity was broken down to highlight that element. The illustration of the girl doing a handstand was created using the brand’s unique values and goals.
MERCHANDISING
The illustration of the girl doing a handstand was used as wall art at the main location. It clearly brings across the holistic physical development programme that the brand offers. It has also been used as an extension of the brand on various deliverables.
EXPERIENCE
"With CrossFit Life Performance it’s all about the coaches, because finding the right fit is paramount to having a worthwhile fitness experience. The trainers scale the workout according to your athletic ability, so the myth of CrossFit being too intense is not justified. It is only as intense as you want it to be."
- Aditya Keswani, Little Black Book
The concept was to create a mark by introducing an element of CrossFit training within the identity. To further illustrate the passion driven members of this brand, the identity was broken down to highlight that element. The illustration of the girl doing a handstand was created using the brand’s unique values and goals.
MERCHANDISING
The illustration of the girl doing a handstand was used as wall art at the main location. It clearly brings across the holistic physical development programme that the brand offers. It has also been used as an extension of the brand on various deliverables.
EXPERIENCE
"With CrossFit Life Performance it’s all about the coaches, because finding the right fit is paramount to having a worthwhile fitness experience. The trainers scale the workout according to your athletic ability, so the myth of CrossFit being too intense is not justified. It is only as intense as you want it to be."
- Aditya Keswani, Little Black Book
