Macswell Enterprises, LLC is a joint venture between McIntosh Productions, LLC (Mac) and Richard Creswell of Powerhouse Labs (swell) formed with expressed purpose of developing & marketing all-natural plant-based health, wellness, fitness and vitality nutritional supplements for both men and women.
Although the products and, by extension, the branding of Macswell should largely be considered to be gender agnostic, the first two (2) products that will be brought to market are designed for men. These initial products, Testerol 500 (a testosterone booster) and R30 (a rapid weight loss supplement), will then be followed by “sister” products designed for women, Esterol 500 and L30.
The ethos of the Macswell brand should reflect an aspirational lifestyle and should be viewed as “ultra-premium”, high-end, exclusive products targeting a well-educated audience between the ages of 35-60 with significant disposable income. As such the iconography, font and colors associated with the branding should echo these qualities as well.
In addition, the iconography is expected to reflect the health benefits delivered by the products themselves - increased health, vitality, strength, muscularity, energy, passion, youthful vigor and virility, and overall fitness.
Therefore, stylistically, the logo/iconography should be designed in such a way that it conjures up images of these above qualities without being overt or obvious.
Although all Macswell products will help develop a lean and muscular body, the brand should avoid being looked upon as offering products that would exclusively appeal to “muscle heads” and steroid users.
Also, as previously mentioned, we expect our branding to reflect the ultra-premium, high-end nature of the products. Examples of some other brands within our category that we believe have effectively conveyed these qualities are:
Another excellent example of iconography/logo that reflects the nature of the products without being “obvious” is that of Zumba Fitness. This logo, although abstractly drawn, still invokes thoughts of a person jumping, exercising or dancing – all the qualities of Zumba - without it being overly obvious.
Additional examples of logos that have similar qualities and effectively represent the ethos of their brands, although completely outside the scope of our industry, are:
Dollar Shave Club http://www.dollarshaveclub.com/
Without bastardizing or stunting the creative process of the designers, there is one possible idea for the iconography that we have contemplated. As we consider the products offered by Macswell to be among the “core” essentials to strength, energy and vitality of middle aged men and women, we have contemplated a logo that invoked thoughts of a strong, supportive “core” of the human body, namely the all-important abdominal muscles, without creating an icon that appears as if was drawn from an anatomy book. Although this is simply one idea, we are completely open to others that would properly and effectively convey the brand and its products.
Although this contest is to establish the company logo/iconography and color palette, it will then be used as a basis from which to develop all (1) product packaging, (2) company website, (3) promotional videos, (4) promotional apparel, etc. that should be consistent and evident throughout all applications.