MuscleLab
Client
MuscleLab
Location
CST, Belgrade
Year
2024
Info
Muscle Lab is a supplement store focused on performance, strength training, and scientifically backed nutrition. The goal of the project was to create a bold, recognizable visual identity that unites the world of fitness with the world of science — reflecting the brand’s promise of high-quality, research-driven supplements designed for serious athletes.
Challenge & Insights.
The main challenge was to develop a logo that communicates both physical strength and scientific precision, without leaning too much toward either extreme. The market for supplements is saturated with generic gym icons and overly clinical symbols, so the identity needed to be fresh, modern, and instantly recognizable. Research showed that customers respond strongly to branding that feels powerful yet trustworthy — something that visually signals both performance and formula-based expertise. This insight shaped the direction toward combining iconic fitness equipment with clean, scientific imagery.
Solution & Impact.
I designed a hybrid symbol that merges a kettlebell — representing strength, endurance, and athletic culture — with a laboratory flask, representing science, formulation, and purity. Inside the flask-shaped negative space, an energetic orange fluid element conveys the idea of active ingredients, energy, and performance enhancement. The result is a modern, geometric, and highly versatile logo that works across packaging, storefronts, apparel, and digital platforms. This identity positions Muscle Lab as a science-driven performance brand, improving brand recognition and establishing a strong, differentiated visual presence in a competitive industry.
