Thursday, May 8, 2014

Straight-forward design for new German sports nutrition brand


Qi2 is a new brand of nutritional supplements from German fitness club chain McFit, including bars, drinks and shakes. It is exclusively available at McFit locations and online. The brand identity and packaging was designed by the Hamburg-based Peter Schmidt Group.

The brand has three product lines (Basic, Woman and Pro) which are clearly and consistently coded with colours and other visual markers. It is designed with over both beginners and experienced users through a clear and straight-forward minimalist design. A key design element is  colon, where the top circle is the Qi2 logo and the bottom circle marks the product line with colours and models.


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