EMS20 · Kashvi Singhal

EMS20 brings Germany’s wireless Electro Muscle Stimulation training to India: one 20-minute session, twice a week.
It’s new, it sounds technical and it isn’t cheap, priced around Rs.2000 a session.

The brand had to feel as precise as the technology without scaring off everyday people who just want to get fitter.

Logo versions

Back and forth, until it clicked.

This was the most challenging part of the project. Many versions were made, and every round needed a lot of back and forth with the client to understand what she was really picturing.

Each version taught me something about her taste, even the ones that didn’t make it.

The custom logotype

A logotype made for her brand.

I then built a custom word mark with clear spacing considerations and refined it several times to modify the angles. After those iterations, my client finally liked it.

It worked really well for the brand they wanted to build, so I went on to design its playbook, the rules that keep it consistent everywhere.

The idea

20 minutes. Twice a week. A better you.

The name already says it: EMS is the science, 20 is the minutes. I built the identity around forward motion, with an E made of three stacked bars that lean ahead.

meant to feel efficient, progressive, empowering and accessible

Building the world

One brand kit across touchpoints.

A custom geometric word mark, a compact E for app icons and suit labels, a strict black and white palette with graphite and steel, and type that feels precise and modern technology.