The Beauty of Gymnastics

Founded by former Olympic athlete Yongjun Huang, GaoFei produces professional equipment for athletes as well as exercise items for kids. The well-established brand felt that their under-developed brand identity was slowing them down and couldn’t convey the dynamism and beauty of gymnastics. Their portfolio of products was designed with a focus on simplicity and economic performance rather than distinctiveness and elegance.

JungleFish started with analyzing the requirements of both brand and product and after thorough evaluation developed a simple but highly distinctive brand identity with a unique color and flexible system of logotypes and icons.

The product line was created with a modular system in mind, that allows for relatively cost-efficient production while retaining a strong coherence of style.

Results:

• Consistent branding with unique color in competitive field
• Bi-lingual and mono-lingual logo variations
• Allow targeted communication
• Branding synergy with visually related kids’ brand