BodyBuddy Brand Guidelines Development

Client: BodyBuddy Category: Fitness / Health Tech Year: 2025 Prepared By: Shaheer Malik Services: Brand Strategy, Visual Identity, Brand Guidelines Design

BodyBuddy is a revolutionary AI-powered fitness app designed to replace traditional calorie counting with a more sustainable, human approach — daily AI coaching calls. The brand’s goal is to make expert-level coaching accessible, personal, and stress-free for anyone serious about their body goals.

The core challenge was to communicate BodyBuddy’s unique positioning as the “anti-tracking, pro-coaching” fitness solution. The visual identity had to be:

Fresh and modern, yet grounded in trust

Technically clean for digital-first touchpoints

Reflective of the supportive, non-judgmental tone of the AI coach

We built a brand identity rooted in behavioral psychology and minimalism. Our design system aligned every visual and verbal element with the core product value: Support, Not Stress.

1. Logo Design

Symmetrical mirrored shapes symbolize the “Buddy” concept — two entities supporting each other.

The subtle “B” shape integrates motion, direction, and human warmth — all packed into a clean, scalable form.

2. Color Palette

A nature-inspired palette that reflects energy, calm, and clarity:

Primary: Deep Green (#004A40), Aqua (#00DB88)

Accent: Neon Lime (#B1FD40), Neutral Sand (#f6f2ef), and Black for contrast This color strategy brings vibrancy without overwhelming the interface, keeping it wellness-forward.

3. Typography

We paired Cabin and Rubik for readability, style, and subtle personality. These fonts strike a balance between professionalism and approachability, ideal for both UI and marketing.

4. Imagery & Aesthetic

All brand imagery was guided to align with a natural, vibrant feel — avoiding sterile gym stock photos. Instead, it reflects real people, real bodies, and real progress.

5. Usage Guidelines

We crafted clear Do's and Don'ts for internal and external stakeholders to preserve consistency across platforms. This included:

Logo integrity rules

Color usage dos and don’ts

Tone-of-voice alignment with brand values

Brand Introduction & Messaging Framework

Logo Design & Rationale

Color Palette Specification

Typography System

Imagery Style Direction

Brand Application Examples

Visual Do’s & Don’ts Guide

The BodyBuddy Brand Guidelines have enabled the team to maintain a unified voice across all touchpoints — from app UI to investor decks to social content. The brand now visually communicates its disruptive promise: real coaching in your pocket, no calorie counting required.

Figma

Illustrator

Notion (for collaborative feedback and revision tracking)