The Conditioning Lab was born to empower athletes to achieve exceptional performance through a plant-based diet. The method of this project is highly customized, taking into account each individual's unique schedule, priorities, and goals. Consistency and progress form the foundation of the objectives and where this identity is based on.

The logotype ‘The Conditioning Lab’ creates an irregular grid that divides the brand into different sections. These sections are used to illustrate the progress of a line representing the client's progression and improvement. The irregularity between each space—marked by the width of the letters that form the logo—symbolizes the varying nature of each stage in the process. Some of them will be better than others, but it is consistency that ultimately leads to achieving one's goals.

This same line distinctly separates the grid from other brand communications such as social media posts and the website, crafting a strong, clear, and clean identity reminiscent of the lab itself.

YEAR: 2022