GritFit

A new grit-centric, transformative wellness company’s brand requires balance and vision.

CASE STUDY  /  GRIT FIT

Founder and inventor GritFit, Michael Eck, had a no-quit approach to his own life transformation, inspiring the masses to follow him towards the opening of his own company, gym, and approach to wellness.

GritFit empowers people at any stage of life to access their grit in order to move toward transformative wellness and the balance of a healthy body, mind, and soul.

In order for this approach to take hold and scale, the company needed a sharp and sophisticated visual identity, driven by a sculpting of the foundations important to Michael Eck’s unique approach.

Services

Brand Strategy

Brand Positioning

Brand Visual Identity Extension + Guidelines

Signage + Merchandise Design

The first step in creating a brand strategy for GritFit was to define both the ideas of Grit and Wellness in the context of Michael’s approach, and the audiences for whom it would have greatest resonance.

Brand Strategy
A smiling young man with short black hair, wearing a gray shirt, in a close-up portrait.
A woman smiling outdoors on a track field, wearing a white athletic shirt, with text overlay 'Persona 2 Guru-seekers'.
A woman practicing meditation indoors, sitting cross-legged with eyes closed.
People participating in a beginner fitness class, smiling and holding light green dumbbells in a bright studio.
Quote in white text on a black background: 'Grit is knowing how to access the fire within to grow.'
Text that reads: 'Wellness is an improved or ideal physical and emotional state, defined by individualized standards.'

With its foundation in place, we moved to position the brand to its key audiences, including potential and existing customers. Mapping and understanding the GritFit approach to wellness was essential to achieving success.

Brand POSITIONING
Line graph comparing two people's experiences across three categories: body, mind, and soul. The graph shows variations in feelings and actions for Person 1 and Person 2.
Motivational quote saying 'Grit is a state of being, not a workout program.' on a black background.
Quote on black background: "The body is pushed in group classes that are fun."
Motivational quote on a black background that says, "The soul is touched through achievement of goals."
Quote on black background: 'The mind is refined with a holistic, individual approach.'
Black background with white text that says, "Everyone is held accountable."

The GritFit mark and visual identity system need to stand apart from competitors with bold geometry, sophistication, and warmth, while also clearly belonging in the world of fitness and wellness. 

Brand VISUAL IDENTITY
A collection of logo designs for the brand 'GRITFIT' with the tagline 'Transformative Wellness'. The logos feature a stylized 'G' symbol and the brand name in bold, uppercase letters, displayed on various colored backgrounds.
A graphic explaining the GritFit logo, which includes a stylized arrow figure and the word 'GRITFIT' in Gilroy font. The graphic highlights the logo's primary colors, Grit Green, and describes the design's sense of movement, natural inspiration, and positive change, emphasizing strength and confidence.
Collection of mobile phone screens displaying fitness motivation content, including images of diverse women and men, with messages about grit, commitment, balance, wellness, and self-empowerment on light green backgrounds.
A large outdoor billboard with an image of people doing a workout with medicine balls, the text 'FIND YOUR GRIT' in large beige letters, and a message about transformation and fitness, with a construction crane and blue sky in the background.
Hand holding a gradient teal and white water bottle with a logo and the word 'GRITFIT' on it, against a plain background.
A woman standing outdoors in a forest, wearing a blue jacket and a white t-shirt with a stylized green logo.
White t-shirt with the phrase 'THIS IS GRIT' in blue and teal letters, with a teal circle and partial wave design behind the text.
A man with tattoos on his arms wearing a yellow T-shirt with 'GRITFIT' printed on the back, standing outdoors next to a white vehicle.
A man with a beard wearing glasses, a black cap with an orange brim, and a bright blue jacket with white logo or design on the back, stands outside at night, touching a window with his right hand.
A person wearing a black beanie with white text that reads 'GRITFIT' and a white shirt, looking downward.
Blurred person walking past a building with a green and gray mural that has the word 'GRITFIT' on it. The building appears to be a fitness or gym facility, with an open doorway showing an unfinished interior.
A brown paper bag of Smooth Grind organic plant-based protein powder, chocolate hazelnut flavor, placed near a window with sunlight.
Back of a person wearing a teal hoodie with the words "THIS IS GRIT" printed on the back and "GRITFIT" on the top left.
Light green knitted beanie cap with a dark green logo on the front
A hand holding a black and teal GRITFIT water bottle with a built-in handle and a gold carabiner clip, against a light green background.
A Ripped Fit peanut butter protein bar in teal packaging with a partially torn end, on a teal background.
Cover page of Gritfit brand guidelines, featuring a dark green background with abstract geometric shapes, and white text reading 'GRITFIT Transformative Wellness, Brand Guidelines Version 1.0 2024'.
A brand guideline document titled 'GritFit Brand Guidelines Version 1.0'. It includes sections about brand identity, font specifications, and a sample presentation slide titled 'Let's talk about anx' with subheadings 'Background' and 'Key Takeaways', and placeholder text.
Brand guideline page showing approved variations of the GritFit logo, including alternate logo, logo with tagline, logomark, and logotype in different layouts and colors.
Color palette chart with primary, secondary, and gray color sets, including specific shades like Grit Green, Ever Green, Balanced Green, Bright Yellow, Golden Yellow, Clear Blue, Buoyant Blue, and grays.
Brand guidelines for GritFit logo, showing primary and alternate orientations of the logo with clear space around it.
A color palette chart showing material set colors: Warm Concrete, Mindful White, Warm Wood; brand set colors: Balanced Green, Ever Green, Grit Green; interior set colors: Mustard Yellow, Copper, Forest Green, Dark Blue.
An instructional guide titled The Logo showing incorrect logo usage practices, including changing color, rotating, adding shadows, altering proportion, modifying logotype, changing logomark, locking with other logos, and misusing the logo in a photo, with red strike-through lines indicating disallowed actions.
A color gradient palette from GritFit showing five horizontal color gradations: Ever Green, Grit Green, Balanced Green, Bright Yellow, and Clear Blue, each labeled with descriptions. 
WRAP-UP

Grit Fit is currently building out their first brick-and-mortar location in Middletown, CT. We eagerly await their grand opening, and to watching the Grit Fit team transform lives with their truly unique approach.

/