Branding 8fit, a wellness app enjoyed by over 20 million people

The challenge was to help define 8fit's personality in a marketplace dominated by soulless 'fitness trackers'. Proxy visited 8fit in Berlin to discuss in great depth what it meant to be part of 8fit and what they wanted to become. It became clear that the holistic fitness app had found its place in a lifestyle audience and it was important for the new look and feel to avoid the masculine 'body builder' tone of other competitor apps. The new 8 symbol became the cornerstone for the brand, communicating both continual health improvement and fitness.

Proxy developed a distinctive logo symbol for 8fit, focusing on a brand idea of 'forever fit'. The eternal loop of wellness has two tracks, just like the app: activity and nutrition.