At the heart of the Fredman identity is a simple but bold logomark. We developed an abstract double FF icon that subtly references tyre tracks, and paired it with a sturdy and mechanical wordmark. The hero font is variable, able to morph in size, growing bigger or smaller echoing the various goals of the gym's regular members.
Fredman Fitness is a boutique garage gym that focuses on intense training and a scientific, evidence-based approach.
The identity as a whole draws on an industrial, but clean and sophisticated garage aesthetic, taking cues from motorsports, luxury cars and cutting-edge sports brands that, when combined, underscores Fredman's strength and precision.
Deliverables
Brand identity
Collateral
Motion
Copywriting
Illustration
Merchandise
Felix Creative acknowledges the traditional custodians of the land we create, work and live on – the Ngunnawal and Ngambri people, and pay our respects to their Elders, both past and present. We acknowledge and respect their continuing culture and the contribution they make to the life of this city and this region.
© 2024 Felix Creative.
All rights reserved.