On the first stages of this project, we found a gap in the market: physical activities are usually held in unfriendly environments (such as gyms) if you don’t have the beauty or body standard. The biggest task was to deliver a brand that throughout its language and visual communication would express a dynamic place where the user is part of a "family" where everyone is equal. A place where people help each other and no one feels ashamed doing activities. In order for that to happen, interviews and research were made around the country, along with a full immersion in this lifestyle.
The inspiration for the name came from the Crossfit universe since the word Koutí means Box in Greek, where the origin of the understanding of the body and the intellect came from. In this visual solution, the square represents the box and the icons inside refer to equality and physical activity. Reinforcing its meaning, the word koutí has typographical characteristics of the Greek alphabet.