TWO THIRDS is a meal plan brand built around a core insight reflected in both its name and identity—an idea developed as part of the full branding process. The name, which I created, stems from the belief that two-thirds of any health journey comes from nutrition, while the remaining third is driven by training and movement.

This thinking is captured in the primary logo, featuring the mathematical 2/3 symbol—directly linking back to the brand’s name and its focus on food as the foundation of wellness.

The secondary logo, built from looping green and pink segments, takes the shape of a circuit—a nod to the fact that a healthy lifestyle isn’t a quick sprint but a continuous, layered process involving consistent effort, meal balance, and physical activity. Each logo serves its own role, yet they are designed to work together—allowing the circuit mark to extend the brand’s visual language while reinforcing its philosophy.