Tribal Fit

Tribal Fit Brand Strategy

Tribal Fit approached us well before the start-up stage to bring to life an idea, the idea of the creation of South Africa's first and only black-focused female fitness platform. Their aim was to bring the necessary variety in the representation of the black individual image into the mainstream fitness industry while providing a wealth of value-driven fitness and wellness content for the black individual.

 Through multiple in-person brand strategy sessions, we were able to

 1.   Mold their initial idea into an actionable core business goal

 (To bring the necessary variety in the representation of the black individual image into the mainstream fitness industry)

2.   Niche down their customer to focus strictly on black women. In order to accurately measure the viability of the business goal, the business’s content, and product offerings.

3.    Create a strategic content plan that is driven by the business’s goals.

4.   Propose a list of potential product offerings that are in line with the business’s goals.

Tribal Fit Naming

Tribal Fit is the name we developed for the brand inspired by the cohesiveness of African tribes. After analyzing what the business owners wanted to create, which was a community for black people to flourish in fitness.

We started looking back at how black Africans believe that Umunto Ka Bantu and how a community is a community based on the multiple individuals within the community.

The logical name was a TRIBE. Based on a continent where different tribes and cultures are in abundance we named the brand with the idea of the creation of a new tribe that was focused on the health and wellness of black people using the Tribal mentality of togetherness within the fitness industry hence Tribal Fit.

Tribal Fit Identity

The brand identity for Tribal Fit is simple and different but powerful. We used a customer typeface which was reworked further to showcase the momentum of the brand moving forward while subtly incorporating a spear into the logo to harken back to the Tribal mentality the brand wants to create with the fitness and wellness industry.