Observing the brand’s competitors enabled our specialists to start looking for a unique place for Atletic Shop in the consumer’s mind. Competitors mainly use images of pitches and sports equipment. The main colours that they use are red, orange and black. In addition, it was clear that all sports nutrition stores were missing an important trend of recent times: sports nutrition and a healthy lifestyle are no longer trendy. This topic is increasingly becoming popular with women every year. However, sports nutrition stores aren’t creating resonance with this particular audience.

Now Atletic Shop is a universal brand that combines the ancient dream of an ideal person (or at least a body) and striving for a goal. The brand’s new logo is the typeface of its name: Atletic Shop. Using a basic colour palette, the corporate brand colours are here to stay, but we updated them in a more saturated and pure style. Images of Greek gods and heroes were used in the corporate identity process, as well as a stylised image of a target in the corporate colours of Atletic Shop. The pattern is based on overlapping circles and geometric shapes.