Purus Labs redesign

For this project, the client presented me with a design challenge: to redesign their current flagship brand, Purus Labs. Initially, their target audience was the younger male gym-goer who prioritized the formula above all else. However, with the redesign, they aim to transform the brand into a prestigious, high-end, science-backed product line that caters to older, affluent fitness enthusiasts. The logo should exude a sense of aspiration and luxury, as well as science and fitness. The logos should be sleek and memorable, symbolizing quality and elegance.

The real challenge, however, was the time constraint. I had only 45 minutes to come up with the initial logo concepts, and then I was given 5 days to further develop both versions into a comprehensive brand pitch.