Primal Fitness, a fitness coaching brand, sought to establish a strong identity through branding. Inspired by the concept of an ape, the project began with an exploration of this theme. Approximately 22 sketches were developed, and the client selected their favorite design. The subsequent phase involved vectorizing and refining the chosen sketch. The color palette was predominantly red, complemented by accents of white and black, reflecting the brand's energetic and bold personality.