Primata Strength & Conditioning is a fitness company based in Brazil. The founder, Christian Oliveira, contacted me back in 2016 to create the Primata branding. Christian wanted to use a Gorilla as the face of the brand because of their fierce nature and incredible strength. As I studied the facial structure of a gorilla the design solution became obvious. I combined the overall shape of a gorilla’s face with a kettlebell (one of the most commonly used pieces of equipment in the Primata training facility). Check out the gif below for reference.
This project was very unique for me because of the language barrier. However, I didn’t consider that to be an obstacle but rather an opportunity to learn and grow. With a little help from Google Translate this project went very smoothly without any hiccups.