Task

Palestra Sport is a fitness club with a gym, group classes and a swimming pool. Older people already love it for its fair prices and comfortable atmosphere. Now the club wants to attract young people too. My task was to create a new identity that feels modern and fresh for a young audience.

Research

I studied modern fitness brands and how young people choose a gym. Most of them use big bold letters, strong contrast and photos of people in motion. The new style had to feel fast and confident.

Concept

The new style is built on speed and movement. A wide italic wordmark looks like a sprint, warm orange gives energy and light blue reminds of the pool. I tested several PS logo sketches, from a strict geometric one to a fast italic one.

Solution

The new identity includes a logo, a color palette, fonts and graphic elements.

Application and result

Here is how the new style works on wristbands and T-shirts. Result: a club that speaks to young people and stays friendly for its regular visitors.

Task

Aquarium is a beer brand from Nizhny Novgorod. Every flavour tells its own story inspired by local symbols, place names and images of the city. Each can needed its own accent and color, and the whole line had to keep one visual identity. The second part was city merch that shows the spirit of Nizhny Novgorod and its heart, the Kremlin.

Research and concept

I collected local symbols and places: the Nizhny Novgorod Kremlin, Soviet mosaics of the city and the local Khokhloma pattern. One system, many stories: every can has the same distorted logo and the same layout, and each flavour gets its own bright colour and a blurred shape of its main ingredient.

Solution

A series of cans, each with its own color and story.

Merch and result

City merch: a tote bag, a plate and a pen with the Kremlin and a red Khokhloma pattern, and an NH logo for the city. Result: a beer line that works like a small guide to the city.

Task

Tune Tonic is a soda brand where each flavour matches a music genre and brings bright associations. My task was to design packaging that shows the look of each genre.

Concept and solution

Flavour = genre: strawberry is pop music, lime is techno and blueberry is rap. Every can has the same tall condensed logo, and the genre and the flavour are written on top.