In order to break into the fitness and body building market with our new line of “Mitra Extracts” products, the senior management at Choice Botanicals set up a booth at the Mr. Olympia show in Orlando, Florida in 2021. A decision was made to modernize the Choice logo in a way that would be far more effective for use in the context of health and wellness. A sort of dry run to gauge the reception of this new visual identity with an entirely new demographic for us.