Grizzly Functional Training

I was approached by Stefan, who recently became a registered personal trainer and wanted to set up his own business to service his own clients and create a name for himself.

The brief was pretty bare, he wanted to be represented by an animal associated with strength. Initial thoughts were Tigers and Gorillas, but these felt too cliché and overdone. I came up with Grizzly and it felt right as it matched his appearance and demeanour. Rough and grizzled on the outside, but a teddy bear on the inside.

Once this was decided I proceeded with logo ideas and creating a visual language around it.

We settled on this final design, the bear fist lifting the weight, conveying a feeling of strength, and the weathered treatment, helping it feel grounded, gritty and down to earth.