Premium Barbell Endcaps for REP Fitness
REP designs high-quality strength equipment with the belief that strength isn't just physical. It's the key to living life on your terms.
01
Project Overview
Summary
REP was revamping their entire barbell line-up and needed custom-designed endcaps to match. Each new barbell had a unique name inspired by legend and travel, and required that personality to shine through while maintaining a cohesive look across the entire line-up.
Services
Challenges
How can we ensure manufacturers can easily turn the design into a product?
How can design make an individual product shine but still fit into a larger catalog?
How should budget-friendly options look in comparison to premium offerings?
Additional Credits
Done as a full-time employee at REP Fitness. REP Fitness and any associated trademarks are the property of their respective owners.
- Madison Copeland — Marketing Director
- Kai Davis — Product Photography
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Strategy
REP's new barbell line included 4 premium and 4 budget bars, each with weight or knurling variants. To elevate the flagship products, we created polished metal endcaps, while budget bars used simplified illustrated stickers.
Since REP manufactures their products overseas, shipping samples and prototypes is costly. To ensure manufactuing partners got it right the first time, it was essential to share clearly layered files, documented Pantone colors, and crucially fit as an email attachment.
This avoided confusion, reduced back-and-forth, and kept costs lower.
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Method
To unify the line-up, every design started from a shared system: consistent logo placement, border treatments, and weight typography. To entice an upsell, we dialed up visual detail based on value:
- Delta and Mesa stayed minimal.
- Badlands added visual weight but retained a sticker format.
- Colorado, REP’s signature bar, introduced metal caps as a standout feature.
- Helios and Hades, the most premium options, featured intricate designs and a sleek brass finish.
Where applicable, variants followed IWF color specs — blue for 20kg, yellow for 15kg.
Response
About Floresta
Floresta
flow • rest • ah
noun
The Portuguese word for forest. Not just a collection of trees, but a living, biodiverse system. To us, a metaphor for creative growth. A place for discovery, beauty, and wild creativity.
Hi! I’m Daniel — a Swiss army knife for art direction, design, and illustration. Believe it or not, but Floresta is largely a one-person operation.
I've had the pleasure to work on a variety of brands spanning more than a dozen industries and ranged from global conglomerates to local businesses.
I personally handle every project, and you get a direct line to the person executing your vision.
Frequently Asked Questions
What's your rate? Do you have a project minimum?
Floresta bills per scope. Minimum engagements start at just under $2,500. Website projects start at $5,000, but most hover between $7,000 to $10,000.
Who will be working on my project?
Floresta is a one-person studio and Daniel is the head designer on every project. We don't outsource our design work.
You get a direct line to the person executing your vision, with no "account managers", "success managers", or other words for middle-men.
For work outside of Floresta's expertise, we refer you to other talented professionals.
What's the usual turnaround?
It depends on the nature of the project and the volume of work we're experiencing. However, estimated deliverable dates are clear and communicated before any project starts.
Most clients are onboarded the same week and start receiving deliverables the following week. Most website projects are completed within 4 to 6 weeks.
What's your process?
- Discovery: You tell us about your project on a call, and we talk how we might tackle it. If we're both feeling it, we send you a proposal the following day or two.
- Onboarding: Once details are locked in, you share assets with us while we do a deep dive on you, your industry, and your competition. This culminates in a kick-off call.
- The fun part: We design, you review, and we call it done once we're both happy.
- Delivery: If it's a website, we press publish. If it's on Amazon, we upload. If it's anything else, it's usually shared over the cloud. We high-five.
Ready for your turn?
We'd be honored to help your brand thrive.
Book a 30-minute intro call to chat about your brand and see if we're a good fit.
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