DF,

Work

12x3

A boxing gym in the heart of London

Strength, power and grace

The Challenge

Create a brand for a boutique style boxing club that combines high intensity training with a high-end customer experience.

Our Role

The Approach

The founders – both British boxing stars – wanted a brand experience that felt upmarket and contemporary while paying homage to their own club and roots (Britain’s oldest boxing club, Repton). The result combines gritty photography with crisp typography in a space that feels both premium and authentic. 

The Outcome

We an entire out-of-the-box branded experience, (including spatial design in collaboration with Marc Thorpe Design). There are now two branches in London with a third on the way. A clothing line is also in the works. The brand font ‘Repton’, was inspired by letter forms on a 1960’s poster still hanging in the Repton club.