Adapt X1

Background
Fitpac are a fitness innovation company whose core focus has been to develop a world first at home gym solution. Through years of vigorous research and development and numerous prototype iterations, they approached Traffic to support their go to market launch strategy. Their initial product name was CABL reflecting their patented strut system. But Traffic urged Fitpac to embrace a name that would speak to the core brand benefits and appeal to the target market.

Strategy
Through a process of workshops and product testing Traffic were able to get a deep understanding of the product benefits, category trends and exisiting market offering for customers. It was clear the at home gym equipment category was crying out for a well designed disruptor that complemented consumer lifestyles. We unearthed their brand truth as being driven to break the category norms through harnessing innovative Australian design and engineering to bring a product to market that supports people in maintaining a healthy balanced lifestyle through at home gym solutions.

Solution
Based on the brand proposition of being the (small) at home gym revolution, Adapt was created to reflect the vision to innovate and challenge outdated thinking and design intuitive products that make health accessible and most importantly empower customers to live vital and active lives. A vibrant colour palate and bold and brand mark have been created to reflect the overall message and tone. Striking brand collateral were designed to accompany the product and support the innovative and stylish appeal of the product. The initial launch campaign is based on digital first marketing strategy, complete with Shopify website.