When the global health-science company InQPharm, launched its first direct-to-consumer brand, bmiSMART, we were brought on to work with the North American, Asian and European marketing teams to bring the new line of weight-loss products to a global market.
Decades ago, mindfulness was a Buddhist principle mostly obscure to the West. Today, it's proven to be a beneficial concept for many of our emotional and physical problems.
As we built out the bmiSmart brand, it became apparent that the concept of mindfulness was essential to the story we were trying to tell.
bmiSMART is a more thoughtful, intelligent and effective way to lose weight and gain a healthy lifestyle.
Brandon Grotesque (a single typeface) was selected for the simplicity and elegance it lends to the bmiSMART™ brand. This typeface shall be used for all consumer-facing brand collateral (packaging, ads, website content, etc). This is the preferred typeface for the US market and is highly recommended for all bmiSMART™ global brand communications.
Quicksand is a free Google typeface that may be used in place of Brandon Grotesque in a web environment; however, it should only be used when Brandon Grotesque is not available. The Quicksand typeface shall not be used as the typeface for any branded print content or consumer-facing packaging.