Fitness expert Jenni Tarma created Kaari to share her unique understanding of recovery and functional fitness. Our challenge was to create a visual identity that balances nimbly between the mindful nature of Kaari and its focus on physical fitness.
After a workshop to dig into the ethos behind Kaari, we started working on creative concepts based around helping individuals reach their movement goals, whatever their starting point.
We brought this idea of progress and movement to life by creating two points within the logo, representing the journey of fitness and recovery (with a the added bonus of a stretching figure in the ‘k’). Then we developed a range of energetic assets to flow alongside.
Combined with the bold logotype, the kinetic linework plays with strength and flexibility. These expressions of movement can be used across the brand with or without imagery.
Get moving with Kaari here.