Elite Nutrition

I designed the Elite Nutrition brand from the Liberte agency. The job was the brand design only.

Elite Nutrition is a sports nutrition brand: supplements for people who train. It needed a brand that felt like the gym, that spoke of performance and that could go on a tub, a shaker or a garment.

A heavy, condensed letterform leaning forward, as if in motion. The orange block of the E and the line stretching over the name form a scoop, the spoon inside a protein tub: that is the brand idea. Below, nutrition in a thin, spaced-out typeface that balances the weight above. The orange stands out on black as much as on white: it's a call-to-action color.

Elite Nutrition ended up with a logo made for the gym, which works just as well on the product as on training apparel.