This client has very close contact with her African roots and wanted to incorporate that into her fitness brand. She tends to have an alter ego of a fit lioness. With Jungle Gear, she plans to equip her clients of bringing out their inner lion/lioness. Fitness events, small gym accessories, lifestyle and fitness blogs and most importantly fitness apparel are the core focus of the brand.
Although we started by exploring complex African print patterns and symbols, at the end we decided to focus the visual icon on the essence of the brand which is the lioness. The resulting icon is a beautiful lioness that shows the strength of the brand.