Art Direction / Apparel / Branding / Identity / Logo / Print / Signage
Fuerte Fitness owner, a Peruvian native, chose a Spanish name to symbolize the diversity of the community she aimed to foster at the studio: "Fuerte" meaning strong or intense. This particular Spanish word reflects the primary reason of the studio's conception: to build mind and body strength in individuals, families, and in community.
The studio’s identity transcended through the condor, a national symbol of Puru. The ancient Incas considered the bird to be a sacred messenger between earth and heaven - the epitome of the studios mission to facilitate connection between mind, body and soul.