An avid weightlifter decides to create his fitness line and collaborates with us for the identity.
Client: Aesthetic Universe
Deliverables: Logo, Apparel
Location: St. Michael, Barbados
Created: May, 2017
Storytime. One day our founder, Dominic Skeete, and owner of Retro-Fit Magazine, Richard Boyce, were training in their local gym, Strike Force. A familiar face walks in and overhears them discussing the magazine, so his interest peaks, for little did they know, Wyatt Maynard has always been into fitness and had aspirations in starting an apparel line.
Fast forward a few months, and they began testing materials and bouncing ideas off one another between sets.
Wyatt is very passionate in anything he sets his mind too, and that drive and determination inspired us to join him in his venture. Aesthetic Universe is an apparel line for the active male and female. Garments are limited batch and handmade to fit specific body types as he found that although most fitness apparels have various sizes, within those sizes are multiple body structures that make each fitting unique.
Wyatt loved the boldness and sharp lines of the Retro-fit "R", so we kept the same thought process in his identity.
The brand caters to individuals wanting to take their fitness goals to the next level. To achieve this, we kept the AU logomark sharp but softened the outer corners to appeal to both sexes. A custom typeface complements the logomark to give an aesthetic that portrays the necessary mindset to overcome any obstacle in fitness.