Fuelled By Kayla is an Australian-based APD Sports Dietitian dedicated to optimising athletic performance through evidence-based fuelling. The brand provides athletes with tailored strategies they need to reach their peak. The identity of Fuelled By Kayla is built on the philosophy of fluidity and momentum. In an industry often crowded with generic fitness imagery, this brand favours editorial sophistication over visual noise. By focusing on the intersection of science and movement, the brand communicates a message of professional reliability and relentless forward progress.
My Role
Complete brand identity including logos, typography and style guide that successfully communicates the brand vision as well as social media templates and client documents.
The Problem
Kayla’s brief called for a minimalist, wordmark-centric identity that avoided cluttered logomarks. This created a specific challenege: How do you communicate the energy of a fitness brand using only static typography?
The Solution
With The Problem in mind, the strategy shifted from adding elements, to optimising them. By focusing on the Typography, the brand concept was reflected within the letterforms:
I selected a modern serif with a specific italic lean to represent forward momentum. The 'f' was chosen for its unique silhouette, which abstractly mimics a runner’s stride—the top curve acting as the head and the descender representing a powerful, fluid step. To ground the expressive 'fuelled' wordmark, I paired it with a clean, modern grotesque font for 'By Kayla,' providing a professional and stable foundation.
