After this, it was up to our designers to create the visual identity: logo, variations, colors, design language, photography, iconography, and mock-ups. It was important that the transition from Muscle Meals to PRAZ wouldn't be too drastic. The current Muscle Meals audience should still be able to identify with PRAZ. Even though PRAZ caters to a broader audience: from top athletes to career climbers, and from family-oriented individuals to all-around enthusiasts.
We opted for a wordmark where each letter has a refined finish. This symbolizes how we want to shape our ultimate body and life. An ongoing process, which is why the logo is italicized, illustrating constant movement. This sense of motion is also reflected in the accompanying design language. In terms of colors, we struck a balance between the toughness of Muscle Meals, the freshness of meals, and the broader approach to sports and health.