The sport of boxing has never been more popular. Despite the plethora of boutique "boxercise" gyms in London with great showers and nice towels, everyone knows that if you really want to train, the most credible boxing gyms are still spit and sawdust. As partners in the business we've worked alongside the founder of Rathbone Boxing Club to take the idea from concept to reality. We've focused on staying true to the traditional boxing gym world, whilst bringing in a more relevant and contemporary customer experience that people have now come to expect from boutique fitness studios.
Inspired by vintage boxing magazines, we've left no touchpoint unloved. Strong colours and bold typography genuinely reflect the heritage of the sport whilst ensuring that the brand remains friendly and inviting for everyone. From naming the concept and positioning the brand to rolling it out both on and offline. it's exciting to create such a truly different concept that stands out in an increasingly crowded fitness market.