The design of this fitness magazine is different from competitors such as Men’s Health, Shape, and Women’s Health just to name a few. In fact, what sets MBF apart is it’s luxurious feel, thicker paper stock and oversized dimensions making it more inline with high-end European and New York magazines. In order to target affluent health conscious readers, urban modern color and fonts are chosen. To reinforce the magazine’s concept of mindfulness and inner flow, artistic photo shoots and a minimalist layout are integrated.