We have redefined our concept brief and felt you needed more insight into it to really grasp our vision and brand essence.
Melt is NOT a weight loss program.
Melt is a personal lifestyle transformation program that undeniably changes someone's life for the better thanks to the development of permanent positive lifestyle habits.
We target people who believe they are in control of their destiny and want to take action, be more health- and self-conscious and aspire to live a longer and healthier life, to always look and feel at their best, to be fit and healthy…regardless of their age, gender, cultural background, etc.
Melt focuses on mind, body and spirit transformations,and their infinite possibilities It taps into fitness, nutrition, education, coaching and inspirational talks, and videos. It is about having purpose in life, being goal driven, results oriented and develop the crucial discipline and positive habits needed to become who one wants to be, be healthy and fit.
The vibrant, dynamic and transformational aspect of the brand needs to be captured in our logo. We are looking for a logo that will literally make people feel energized, empowered, alive and inspired.
A logo that is powerful in nature, bold …something that shakes you, hits you like a wave of positive energy and stimulates you. Something that represents a transition and a transformation to something better.
The word Melt was chosen because it represents a physical reaction that changes an element from a state to another; a real transformation in itself.
It can also symbolize melting calories, melting bad habits, melting centimetres and the melting pot we and our customers are.
The tag line “It is always now” represents taking action and charge without procrastinating. It’s about not dwelling in the past and in what people have been eating, drinking and indulging in and also not adapting the classic “I’ll start tomorrow” psychology… it’s about NOW, the present moment, staying focused on what’s at hand and with taking the necessary steps.
Key words: passion, will power, energy, no pain – no gain, commitment, hard work, results, discipline, patience, endurance, lifestyle, habits, fitness, nutrition, mindset, community, fun, transformation, game-changer, paradigm shift Key feelings: empowerment, satisfaction, motivation, happiness, excitement, determination, positive addiction
One image we have in our mind is that of lava erupting from a volcano…the immense power of this transformation… lava from liquid to solid… the heath that burns… the strength it has… the roar it comes with… the 3D effect of flowing lava and its vibrant colours… the metaphor of power that is within… often hidden and ignored but that can come out and will indeed come out under the right circumstances and with the right series of events and environment.
We thought we could draw from this colour palette and image for our logo.
If Melt was a CAR, it would be a FERRARI
If Melt was an ANIMAL, it would be a BLACK PANTHER
If Melt was MUSIC, it would be PROGRESSIVE TRANCE
If Melt was a CITY, it would be DUBAI
If Melt was an PERSON, it would be STEVE JOBS
If Melt was a COLOUR, it would be LIQUID LAVA RED PALETTE RANGE
If Melt was a COUNTRY, it would be SINGAPORE