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IN BRIEF
Ask:
Design a profitable brand experience that embodies Alani Nu’s mission and values.
Challenge:
The health and fitness sphere is a frustrating and intimidating space to play in, especially for womxn.
Solution:
A fitness center that provides a safe space for all womxn to explore their physical, mental, and emotional health in a way that empowers them to discover true confidence.
BACKGROUND
Alani Nu supplements are strategically designed to help you find the strength inside. The bottom line is that their entire mission is to help you succeed. Whether you want to hit your last rep, hold your next handstand, or balance your hormones, they want to be beside you.
Alani Nu takes the fear and intimidation out of women’s supplements.
SITUATION
While Alani Nu tackles intimidation in wellness and supplements, there are still barriers in health and fitness to take down.
"I've caught multiple men taking pictures of me while working out."
"When I was in high school there was a man who would always move machines to be behind me."
"A guy told me I had a camel toe, but it was okay because he liked it."
- Stories shared with us from women via Instagram
OPPORTUNITY
Create a center for womxn (women and gender minorities) to explore health and fitness in a safe and comfortable environment.
It’s time for Alani Nu to get physical… like seriously, a physical space.
INTRODUCING
Named after the Greek Goddess who is the embodiment of spirit and hope. Today, strong women personify hope.
Elpis aims to provide a safe space for all womxn to explore their physical, mental, and emotional health in a way that empowers them to discover true confidence.
Floor 1: The Foundation
This is your gateway to all things Elpis. Like a hug from an old friend, our first floor welcomes you in and makes you feel comfortable. It reminds you that there is a seat for all womxn at our table.
Features:
- Daycare center
- Community rooms
- Smoothie bar
- Vitamin “candy” shop
Check out The Foundation playlist.
Floor 2: The Thrill
On this floor, womxn can push themselves as hard mentally as they do physically with weights, cardio, and group fitness classes without unsolicited staring, comments, and suggestions.
Features:
- Rock wall
- Cardio equipment
- Huge weight selection
- Alani Nu vending machine
Check out The Thrill playlist.
Floor 3: The Recovery
Ready to unwind? We believe in prioritizing mental, physical, and emotional rest, and doing so in the way that works best for you.
Features:
- Waterfall wall
- Snack bar
- Hydromassage
- Foam rollers
- Yoga mats
- Sauna
Check out The Recovery playlist.
And of course
We can't forget the merch.
One last reminder...
HAPPINESS IS A CRUCIAL PART OF WELLNESS.
TAKE TIME TO FIND THE RIGHT ROUTINE FOR YOU.
THE TEAM
Olivia McGrath (Creative Brand Management)
Izzy Hansen (Creative Brand Management)
MY ROLE
Brand management, project management, consumer research, market research, illustration of floor designs
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