Somet
Services
Branding / Naming / UX/UI
Client
Somet
Year
2023
Somet is a fitness brand rooted in progress, persistence, and personal elevation.
Inspired by the physical and psychological journey of climbing higher, the identity expresses the principles of discipline, consistency, and ascension through form and structure.
From the outset, Somet presented an opportunity to explore the idea of movement not just as physical action, but as an underlying mindset. The challenge was to create an identity that conveys strength through presence rather than aggression, and that signals effort and growth without relying on cliché athletic tropes. Our approach centered on the metaphor of ascent, the visual language reflects the sense of moving upward and forward, just as individuals move through their own fitness journey.
At the heart of the identity is the concept of elevation translated into visual form. The logo, constructed with sharp angles and upward geometry, evokes the silhouette of a mountain peak, presenting a visual metaphor for goals that are set high and reached through persistence. This structural motif carried through the graphic system, establishing a sense of direction and purpose across every application. The forms feel steady and purposeful, communicating resilience and momentum.
The colour palette supports this idea with a foundation of neutrals paired with a vibrant neon yellow accent. Black and grey tones anchor the identity, establishing seriousness and focus, while the neon accent introduces energy and drive. This contrast allows the system to feel grounded yet dynamic, reflecting a brand that is both disciplined and forward-looking.
Typography and layout further reinforce the system’s logic. Bold type treatments and strong compositional hierarchy give the identity visual weight, while thoughtful spacing creates clarity and balance. Across touchpoints such as packaging, digital screens, and promotional materials, the system maintains cohesion, guiding the viewer’s eye and enhancing recognition. The result is an identity that embodies the spirit of progression, one that feels both considered in detail and expansive in ambition.
