A new brand identity with a new product line

German based fitness equipment manufacturer Miha approaches Studio F. A. Porsche with a complete redesign of the brand. This includes product design, corporate identity and all communication guidelines.

The cooperation started with a holistic brand assessment, encompassing the evaluation of the product portfolio, visuals, relevant competitors as well as the current business-, customer- and service environment of gyms.

The design process starts with brainstormings and ideation …

… coveres a more detailed elaboration of the selected design concept …

… all the way to the detailing of specific elements.

Close cooperation with the development department, medical specialists as well as decision makers lead to optimized, realistic and feasible results without unnecessary loops.


The integration into the overarching digital health and fitness system runs parallel to the design development of hardware components.

Decisions on colors and materials are supported by photorealistic visualizations.

Upon completion of the design development process a comprehensive portfolio of matching individual products is available.

The creation of the new brand appearance is closely linked to the product design development. Based on the future philosophy, a new brand name as well as a completely new corporate design is created.

The new corporate design was brought to life with an innovative exhibition architecture at the Medica fair.

The holistic approach for the new brand positioning was completed with a professional interior space concept for gyms.

A detailed documentation of the architecture- and design guidelines serves as the basis for a franchise model.

The successful project cooperation with Milon illustrates the advantages of a holistic design approach. Only the consideration of all relevant elements and processes makes a premium brand a coherent customer experience.

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