Vitality Mastery is a fitness programme focusing on healthy ageing and muscle growth in men over 40. Using research and testing to challenge the status quo.

Training isn't easy, it's hard work. This sentiment runs throughout the brands core. 'HARD WORK TAKES HEART' VMs motto, captures the grittiness of training, whilst linking back to it's heart logo. Black and white imagery, with natural film grain contrasts with a bold red, white and black colour palette. An instant classic.