for Octopus Innovation
Shanghai — 2017
Originally an ODM, MonAmi is a Chinese company that aims to transition into developing its own range of products and sell them to gyms in Tier 3 and Tier 2 cities throughout Greater China.
We offered to develop a whole new brand strategy by creating a flagship product and supporting their rebranding.
The project involved turning the agency's original concept into reality and integrating it into a broader MonAmi ecosystem involving a new visual identity, a consistent and coherent new CMF on all their ranges of products, but also finalizing elements of the treadmill such as the console according to the factory's engineering criteria.
The visual identity was approached as an embodiment of the empowering and bold look of the treadmill concept, contrasting with the competition's sleeker and more technical style.
It would additionally allow for greater impact and brand recognition, especially over social media - which are capital communication channels for Chinese companies.
Following CMF research and development the new branding would be applied to all past and coming products in an effort to rebrand MonAmi and increase their visibility