In 2021, California Fitness & Yoga launches its most exclusive health & wellness membership. With this luxury car, members will have priority access to all clubs nationwide, reserved parking car slot, private lockers, personal training, nutrition services & more.

We developed a branding concept based on the lifestyle of the affluent with a unique art direction to elevate the luxury positioning of this membership.

Branding concept & strategy: Steph Huyen Bui

Creative Lead & Art Director: Thuan Ly (So Do)

Copywriter: Binh Nguyen