“Brand design for diverse fitness in Beijing."

Overview

Squaircle is a fitness company based in Beijing, , official name is called CrossFit Squaircle. The name Squaircle is drawn from Square + Circle, an ancient name for boxing ring. Therefore, they offer an array of combat sporting classes include Boxing, Muay Thai, and Brazilian Jit Jitsu.

Design process

Research
The name Squaircle is drawn from Square + Circle, an ancient name for boxing ring. When a physical fight between two opponents took place within a roughly drawn circle on the ground. Also, viewers gathered around the two fighters in a roughly circular manner, forming a ‘ring’ of spectators.

Concept
Morden + Ancient + Diverse Fitness = Square + Circle + Out of the box

Apparel Design

Design two type of uniform for members and coach, both T-shirt and Hoodies. created a brand related graphics with slogan ” Squaircle Empower Wellness”

Coach T-shirt and Hoodies

Symbolism: Squaircle abstract pattern + type of sports: Performance, Boxing, Mixed martial arts and Brazilian Jiu-Jitsu.

Members T-shirt and Hoodies + Caps

Squaircle + Bold graphics slogan of ” Squaircle Empower Wellness”

Bomber Jacke + Jiu Jitus and Shirt