Shaped for you.
Found Fitness
Found Fitness is a training studio based in Caulfield South, Victoria, providing personalised fitness coaching, structured programming and supportive guidance across one-on-one, small group and online training.
Design Bug worked with the founder to develop the business name, tagline and brand identity, creating a strong foundation that reflects the studio’s welcoming, client-focused approach to fitness. The result is a confident and contemporary brand that positions Found Fitness as a supportive alternative to traditional gym environments.
The Thinking
The studio was built around the belief that training should be shaped around the individual. The brand therefore needed to communicate guidance, structure and encouragement rather than the intense or intimidating aesthetic often associated with fitness brands.
The name Found Fitness reflects the idea of discovering a training approach that finally feels right. This thinking carried through to the development of the tagline “Shaped for you”, reinforcing the studio’s personalised approach and focus on individual goals, motivations and abilities.
The direction balances strength with warmth, helping the brand feel professional and credible while remaining welcoming and accessible.
The Identity
The identity centres around strong, contemporary typography paired with subtle custom letter interactions that create a distinctive and memorable brand mark. A key feature is the relationship between the U and T, where the T visually supports the U, symbolising the guidance and accountability offered through coaching.
A balanced colour palette introduces energy through coral and lime accents, grounded by deeper tones such as mocha and navy. Supporting brand shapes and flowing line elements were developed to reinforce movement and flexibility, reflecting the idea that every fitness journey evolves differently.
In Practice
The brand system was designed to translate confidently across a range of touchpoints including studio signage, apparel, merchandise and marketing materials.
Supporting graphics, brand shapes and the tagline system help create a cohesive visual presence while reinforcing Found Fitness’s personalised and supportive training philosophy.
Project Details
Industry
Services
Location
The Thinking
The studio was built around the belief that training should be shaped around the individual. The brand therefore needed to communicate guidance, structure and encouragement rather than the intense or intimidating aesthetic often associated with fitness brands.
The name Found Fitness reflects the idea of discovering a training approach that finally feels right. This thinking carried through to the development of the tagline “Shaped for you”, reinforcing the studio’s personalised approach and focus on individual goals, motivations and abilities.
The direction balances strength with warmth, helping the brand feel professional and credible while remaining welcoming and accessible.
The Identity
The identity centres around strong, contemporary typography paired with subtle custom letter interactions that create a distinctive and memorable brand mark. A key feature is the relationship between the U and T, where the T visually supports the U, symbolising the guidance and accountability offered through coaching.
A balanced colour palette introduces energy through coral and lime accents, grounded by deeper tones such as mocha and navy. Supporting brand shapes and flowing line elements were developed to reinforce movement and flexibility, reflecting the idea that every fitness journey evolves differently.
In Practice
The brand system was designed to translate confidently across a range of touchpoints including studio signage, apparel, merchandise and marketing materials.
Supporting graphics, brand shapes and the tagline system help create a cohesive visual presence while reinforcing Found Fitness’s personalised and supportive training philosophy.
Project Details
Industry
Services
Location
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