Case Study
Deliverables
Client
- 3 Brothers Hospitality
80/20 is a gym food prep company designed for people who train hard and eat smart. Built around the popular 80/20 nutrition principle—80% clean eating, 20% exercise—the brand targets gym-goers who want fuel without the fluff. Meals are fresh, protein-packed, and ready to go—ideal for those training at Team Rees Gym in Caerphilly, where 80/20 will first launch. Commissioned to develop the core brand concept, including logo, visual identity, and tone of voice. The goal? Raw, real, and ready—a visual and verbal language that speaks directly to a dedicated, no-excuse audience.
Big appetite, big brand
The concept for 80-20 is unapologetically gritty, functional, and stripped-back—just like the food it represents. The custom logo, hand-rendered to convey a sense of urgency and authenticity. Feels tough, worn-in, and grounded in physicality—like something you’d see stenciled on a gym floor or weight plate. The rough edges and distressed texture reinforce the idea of real food for real training. A strong, no-frills sans serif font complements the stamp, used across packaging and signage with tight spacing and confident scale. No fuss, just clarity and impact.
Stand out
The identity dominates meal prep containers, coupled with bold clear ingredient and nutritional labels. The bright contrasting palette ensures that all branded POS boards and fridge decals at Team Rees Gym have maximum standout and reinforce the message: Grab. Eat. Train. Repeat.
