From:Packaging News

Fit Kit, a shower gel for post-exercise recovery, is rebranding with creative agency INITIALS.

Carving out a new category altogether, the life hack product range combines recovering from exercise with showering, as an innovative solution for time-poor consumers. It will be listed in Whole Foods Market this month and Swedish retailer Gymgrossisten stores, As Nature Intended and bodybuilding.com in the coming months.
Fit Kit’s updated look marks a move away from its original 100 Bodycare name. The bold new identity created by INITIALS is designed to showcase Fit Kit’s unique concept and appeal to day-to-day exercisers of both sexes.

Fit Kit’s three variants – which come in orange, green and blue – hone in on solving the problems that come after exercising. Targeting dry skin, fatigue and muscle soreness, the three specially designed formulations include: olive triglycerides to moisturise, eucalyptus to help nasal decongestion and peppermint oil to cool tired muscles. Unlike other gym products, which generally come in bulky bottles or jars, Fit Kit sports a convenient, light, eco-friendly pouch container.

Fit Kit founder Jeremy Carson, previously of global product innovation at Danone and Nestlé, hatched the idea for Fit Kit three years ago. The range will eventually carry eight products, expanding from shower gel into moisturiser, shampoo and large pump dispensers.

“We’re all constantly looking for simple ways to make our lives easier. That’s why convenience is right at the heart of our brand essence. INITIALS’ design captures this perfectly – its lightweight, elegant packaging clearly communicates the Fit Kit brand’s USPs,” Carson said.

Simon Callender, creative planning director, INITIALS added: “Fitting a workout into a busy lifestyle is tough enough without the undesirable after-effects. But fit Kit’s proposition, as life hack for time-pressed people, can make a real difference. It’s simple, easy and functional. With our design we wanted to help Fit Kit reach as wide a range of consumers as possible.”