It’s Easy being Fit:
A fitness brand that went against conventions

Roy.Studio
Apr 17 · 6 min read

Design Case Study: EasyHuman Fitness & Nutrition

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The global fitness industry today is estimated to be worth more than USD 100 Billion. The fitness industry in india is estimated to be around USD 3 Billion.
While the importance of fitness is understood in everyone’s life, Bollywood and celebrity led media creates a sense of impossible physiques, routines, regimes and what constitutes a fitness profile.

In reality fitness profiles are diverse and depend upon an individual and what her / his body type, metabolism etc is. Contrary to mass media — fitness does not equate to a six pack.

Easyhuman — founded by seasoned industry professionals want to create a new conversation about fitness. A conversation that is centred around real people and a fitness goal that is based on every individual.

“it’s easy being fit, healthy & happy. It’s your life, it’s your body, it’s your fitness and it’s in your control.

The vision for easyhuman was to make healthy lifestyle easy for everyone and to show that its not difficult. Along the way easy human wants to change the perception of fitness and how fitness is perceived in mass media.

At its core the brand looked at holistic picture of fitness — training & nutrition. Designed as a fitness centre and a cafe — the brand had to function in some locations as combination of both and in other locations as either of the two formats.

The business design process was initiated with a workshop to articulate and define the core values of the brand. The values anchored the development of the identity and ensured that at all stages of the identity and development of the brand, we stayed true to course.

Working with Saurav while designing the story of easyhuman was a fantastic journey. From understanding what we wanted, to adding on innovative thoughts and adapting to situations with a quick response was surely a winner for us. With him and Upasana also involved in fitness as a habit, made working on easyhuman a fun experience.
— Sandeep Sachdev, Easyhuman

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Personality mapping for Easyhuman and the community
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The values clearly articulated and defined helped drive the various aspects of the design development
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The Brand Core & Purpose derived through a series of workshops & discussions with the team
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Slides from the initial brand presentation outlining the structure of the brand & how it operates
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Technology as a key driver for the fitness brand
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Fitness seen as a movement through community driven incentives. Easyhuman also chose to shift from a transactional — membership oriented conversation to a community wellness conversation

The identity development started with a name that had to be simple, easy and communicate its values. The name that was proposed by the team had to resonate with the values and also had to lead the language for the identity.

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What we looked for was a name that had to be part of a conversation. A name that becomes a verb as well. Easyhuman also became the term for all guests & at all points signalled the purpose for everyone.

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The identity for the brand became a distinct typeface that created a conversational, easy going brand . Unlike stereptypical fitness brands, the identity expressed a tone of voice and personality that said — fitness is easy- it doesnt need sacrifices or impossible regimes.

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An Easyhuman symbol was created that could be used as a shorthand for the visual identity as and when needed

As the identity developed, we were conscious that the brand had to function as a fitness centre as well as a cafe. The visual guidelines, identity extensions & communication had to span these two facets.

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The imagery for the brand used a distinctive color tone that would contrast with the orange typography
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Introductory Brand Profile
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Website & Digital Presence for the brand

A comprehensive brand manual defined how the brand looks
and behaves across different platforms — offering consistency
in communication.

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Easyhuman Fitness & Cafe at Colaba, Mumbai — located in a heritage building the three floors offered a charming & functional space to accommodate all aspects of the brand

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Easyhuman today is based out of two locations in Mumbai — Colaba & Oshiwara and has created a unique space for itself in the fitness industry.

Credits:
Design Direction: Saurav Roy
Designed at Idea Spice Design.
Team: Nancy Roy / Aditya Tambe

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