INVICTA

INVICTA takes a gritty, raw, no bullsh*t approach to working out and keeping fit. These days, gym attendees are more concerned about their image and what other people think on social media rather than their fitness. That’s why INVICTA are stripping everything back from modern fitness and focussing on the fundamentals. Due to the success of their gym facilities and training methods, INVICTA have also released a supplement brand (INVICTA Optimum) that allows clients to exceed their goals beyond the gym.

Inspiration for the name INVICTA derived from the latin translation of invincible, unconquered or undefeated, qualities that gym goers would posses when working out.. It was also commonly used in phrases such as “Invicta Roma” which translates to unconquered Rome.

This brand identity was constructed from the ground up. It was essential that the branding was gritty, simple and unconditionally fitness related. To combat this, a memorable ‘sporty’ word mark was essential accompanied by a graffiti inspired secondary font. Other challenges faced was ensuring the brand hit the target market effectively and in a unique way; the fitness market is extremely saturated so it was essential this criteria was hit.