Daily workouts.
Lifetime perks.
Ritual is an online platform serving up fresh content daily to help you establish and sustain healthy habits. It’s like having your own lifestyle coach to guide you in your wellness journey. With a Ritual membership, you have access to programming and tools that get and keep you moving, whether you have 5 minutes or 55, exercising solo or with your whole family.
We were tasked with helping bring the Ritual offering to a new audience. Given the unique benefits of online coaching that extends beyond the usual weightlifting step-by-steps — we needed to craft a flexible visual identity and tone of voice that embodied the holistic wellness lifestyle that Ritual enables their audience to access.
The do-it-yourself attitude of the Ritual coaches and user-base became the inspiration point — leading to a brand system that is evocative of a grassroots movement — less that of the slick, modern gym and sports brands.
The do-it-yourself attitude of the Ritual coaches and user-base became the inspiration point — leading to a brand system that is evocative of a grassroots movement — less that of the slick, modern gym and sports brands.
Training for life.
The foundation for the brand system is our bespoke typeface Ritual Headline. Inspired by the DIY vernacular of stencil alphabets, the all-caps font captures the personality of the brand with its imperfect edges and abundant texture.
The modularity and geometry inherent in the letterforms offered a variety of graphic shapes for us to play with in extending the brands visual language. This led us to create a set of graphic patterns and “glyphs” — graphic representations of bodies in motion, representative of the holistic approach to better health through movement.
The modularity and geometry inherent in the letterforms offered a variety of graphic shapes for us to play with in extending the brands visual language. This led us to create a set of graphic patterns and “glyphs” — graphic representations of bodies in motion, representative of the holistic approach to better health through movement.
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hello@sirencreative.com
