CREATE AN IDENTITY THAT REFLECTS OUR CUSTOMER’S VALUES AND MINDSET

HOW TO REPRESENT SO MUCH INFORMATION AND CONVEY A COMPLEX MESSAGE IN A LOGO?

“For people who have their health at heart and who seek to achieve the best in themselves, NaturoSports is the unique experience that will make the difference.” This is the strong message that Cynthia Lefebvre (from Naturo Sports) asked us to transcribe in the creation of her logo. It’s not an easy exercise when you have to represent a multidisciplinary service offer.

Our client is very inspired by the philosophy of Kintsugi, a Japanese art which consists of repairing broken dishes using a gold joint and thus embellishing an object which was intended to be thrown away. We decided to use this principle in the creation of its logo. After a few tries, we finally found a way to modulate our client’s values. Following the same creative process as the kintsugi, we have added, piece by piece, different elements that can represent moments of life, an emotion or even an intention. The rendering is a set strongly inspired by the yoga position called “warrior position” which highlights the notions of: passion, perseverance, strength, resilience and loyalty.