Ruben Matevosyan | Storyteller
enhanced life through design and inspiration
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Brand Story and Identity for Crossfit Imbellem

Identity Design

Gaze of the Warrior

"It’s not a mountain climb, it's a swim."

- Joe Rogan

Analysis:

CrossFit > a high-intensity fitness program incorporating elements from several sports and types of exercise.

Imbellem > Combatant [kuh m-bat-nt], a person or group that fights, a fighter.

Ideation:

We are Combatants in the fight against ourselves and physical exercise is a way to release the warrior energy that we all have.

Where the (medieval) Combatants fought each other in hand to hand combat with melee weapons, we now fight against ourselves in the Box with the Bar as our weapon.

Concept:

A Mace is one of the Combatant’s weapons on the battlefield, just as the Bar is for us in training.

The Bar is a tool to achieve greatness, it helps us win our (inner) battles, just as a Mace helps a Warrior to win on the battlefield.

The mastery of this tool requires dedication, hard work, and consistent repetition.

Every day, every workout, is a new test, there is no free pizza.

The Bar plays a key role in many challenges we face throughout the years of training, and in time we build a love/hate relationship with it.

The Bar can make or break us, it hurts, it helps us grow. It is the source of our joy when we overcome ourselves, and of our misery when we fail to do so.

Final Design:

This Mace symbolizes the Bar that we as modern Combatants use to win our inner battles and become the best versions of ourselves.

The respect for the Bar is shown in this Project.

Visit Crossfit Imbellem

Gaze of the Warrior

Gaze of the Warrior

Final Illustration

The Mace

The Mace