Identity and art direction by Singapore based design studio Fable for Cell.
Fable, a Singapore based branding and design studio was responsible for the overall brand identity development and art direction for Cell, a personal and functional training playground that takes you back to the essentials of lifting and moving weights effectively while using your muscles efficiently and above all, working out safely. Design studio Fable developed a logo and brand experience inspired by a gear – something extra you need when pushing your mental and physical limits to achieve your desired fitness goals. In addition, it also draws inspiration from a map of a maze in order to reflect the idea of overcoming obstacles to conquer targets. The designers also created a set of icons to visualize the wide array of equipment in the gym.