We make the journey possible for anyone
Our History
SlimFast was founded back in 1977 by the Thompson Medical as a weight-loss program. The brand was extremely popular in the 1980s, marketed as a 1,200 calorie per day meal replacement product. The company has had many ups and downs throughout the years, resorting to celebrity promotions and testimonials to the health benefits derived from the “SlimFast way of life”. The brand has faced some scrutiny from medical professionals and nutritionists for being too unsustainable. It focuses mainly on counting calories rather than paying attention to nutrition and healthy eating habits. SlimFast as failed to keep up with the diet and healthy lifestyle trends of today and caused many consumers to look elsewhere on their weight-loss journeys. However, SlimFast is still dedicated to making the journey possible for everyone and has undergone a re-branding process to embody the healthy lifestyle trends of the future. SlimFast will now be known as Simply Fit.
Timeline
Our New Identity
We aspire to be a brand that not only focuses on nutrition but on all aspects of life improvement through reformulating your habits. The brand will focus on creating a space where consumers have access to personalized holistic life improvement strategies, through self regulation and creating new routines. This new style of SlimFast will embody the healthy lifestyle trends of the future and create an obtainable and sustainable journey for consumers.
Simply Fit’s new logo consists of abstract shapes including semi-circles, rectangles and triangles to represents self reflection and the programs focus on using our strengths and weaknesses to our advantage. The logo is based on the brand’s key phrase: Self-Aware | awareness proceeds change.
Logo Sketches
Final Logo
Simply Fit’s new logo consists of abstract shapes including semi-circles, rectangles and triangles to represents self reflection and the programs focus on using our strengths and weaknesses to our advantage. The logo is based on the brand’s key phrase: Self-Aware | awareness proceeds change.
Future Extensions
