Chrome Supplements is one of the leading supplement retailers in South Africa. While their 10th anniversary approached, a relook look a their visual brand identity was in order, as their look had started to become dated. I was briefed to relook at the overall brand and see what improvements could be made to move the brand forward.
My initial analysis was that there was a move away from concept of fitness as a sport and I wanted to reinstall that link as sport has the power to inspire. Research shows that the health and fitness industry is still one of the fasting growing industries year-on-year.
So my final diagnosis of the brand was artwork from 2016-2018 was far too clutter with copy, an overall loss of identity and over use of colors. Completely product-focused and visually inconstant.