Luna Fit
A bold, unapologetic brand for women who lift heavy, break limits, and own their strength.
Femininity
& Strength
Project Overview
Luna Fit is a women’s-only weightlifting class designed for those who leave the zen to yoga and embrace their strength in the gym. It’s a space where women of all backgrounds, sizes, and fitness levels come together to lift heavy and train hard. The brand needed to feel strong yet inclusive, modern yet approachable, capturing both movement and empowerment in its identity.
🔹 My Role: Branding & Logo Design
🔹 Scope: Logo Design, Visual Identity
🔹 Challenge: Creating a bold yet refined identity that celebrates strength, diversity, and movement
Problem Statement
Traditional fitness branding for women often leans into softness and calm, but Luna Fit wanted to challenge that narrative. This brand is about power, motion, and breaking stereotypes—while still embracing the individuality of every woman who lifts.
The challenge was to design a visual identity that balances strength and elegance, capturing the dynamism of movement and the diversity of the women who train here.
Design Process
Logo Concept
The logo represents movement and transformation. It features a partially split circle, symbolizing:
✔ Progress & Growth – Strength is a journey, always evolving
✔ Balance & Duality – The contrast between effort and rest, structure and motion
✔ Inclusivity – A space for all women, no matter where they are in their fitness journey
Typography & Font Selection
For the typography, I chose a bold sans-serif font that feels modern and refined, yet there is this playful energy to some of the characters. Aggressive fonts are often associated with weightlifting, so I wanted a bold, aggressive-looking font with playful details. To complement it, I paired it with a less-rounded font. A font that could hold itself up on its own or with the main fonts, reinforcing the brand’s balance between power and sophistication.
Color Palette
Rather than using typical high-energy gym colors, the palette is inspired by different skin tones, celebrating diversity and inclusivity. This approach ensures Luna Fit feels welcoming and empowering to all women.
Challenges & Solutions
1. Balancing Strength with Elegance
Weightlifting branding often skews hyper-masculine or overly aggressive. By using a thin sans-serif font, a fluid yet structured logo, and an earthy, inclusive color palette, I created a powerful yet refined brand identity.
2. Representing Motion in a Static Logo
Capturing movement visually without overcomplicating the logo was key. The split-circle design effectively conveys progress, transformation, and continuous growth while remaining clean and minimal.
Final Outcome
✔ A dynamic, minimalist logo that symbolizes movement and transformation
✔ Typography that feels modern, elegant, and strong without being overly aggressive
✔ A color palette that celebrates diversity and inclusivity
