The Peter Schmidt Group brings McFIT into shape.

"Qi ² - Sports Nutrition" is a new dietary supplement range from the European gym operator McFIT. Our Hamburg office has designed, developed and implemented an innovative packaging concept exclusively for this product line.

Since the end of last year drinks, bars, shakes and capsules from the range have been available in over 170 McFIT gyms in Germany and Austria, as well as through the online shop

Led by our design director Ulrich Aldinger, his team has created a concept that provides a dedicated brand range comprising of three, consistently coded product lines. Its central design element consists of a colon punctuation mark. The upper part forms the brand space for the Qi ² logo while the lower point defines the product line, focusing on a sports model to target relevant training groups.

The design is intended to radiate approachability, competence and interest to attract both experienced and beginner users of sport supplements. Though immediately recognisable as a fitness product it foregoes the usual images and appearances associated with this market segment which therefore sets the brand apart from its competitors.