In my private job, Abilica is a brand I work a lot with. Abilica (/abilika/) is a Norwegian fitness brand using Scandinavian designs developed back in 2002. The name is derived from the English word “ability”, which means to be able to execute. Abilica is an affirmative word with associations of will and strength! Abilica offer a wide range of home training products, with many different solutions for people wanting to live an Active Lifestyle no matter what your everyday life looks like. When we re-branded a couple of years ago, I designed a completely new brandsite/webshop.