Tools for fitness

Deciem – Ab Crew Brand / Print / Digital / Packaging
Ab Crew is a lifestyle brand for Deciem aimed at body conscious gym goers. Unashamedly masculine, the range combines high-performance fitness products with body care and grooming – the complete solution within the gym and beyond.

A stylish, stripped-back aesthetic echoes fitness heritage and gives the products instant stand-out across a range of different packaging formats, from cans of protein to shampoo pumps.

Art-directed imagery of renowned fitness model Lazar Angelov celebrates the sculptural quality of the male body and forms the basis of on-going advertising.