Cell is a functional playground that advocates maintaining fitness through movement and body strength. Focused on both personal training and various group classes, Cell is a community catered to a wide range of people who love to live life healthy, happy and strong.

The identity of Cell is based on the physiological truism, that one has to break his/her muscles before building them.

Based on a singular grid, we designed a custom stencilled type-face to represent grit, fight, and strength. The typeface breaks up to form secondary patterns and graphics with accompanying designs that represent the exercises Cell practises – kettle-bells, battle-ropes, pilates, and more.