Work:
Body&Fit
An identity built on a single character
Body&Fit has been selling sports nutrition since 1995, back when the category was about muscle, performance and podium finishes. Fitness has since left the gym. People are a teacher and a CrossFitter, a DJ and a runner, a parent and an athlete.
The ampersand had been sitting in the name for thirty years without ever being asked to do anything. It joins Body to Fit, and every other pair of roles people carry around. It is now the centre of the identity.
