project

client

The Bar was a conceptual project designed to create a cult style brand in the fitness industry. It capitalises on indoor cycling and the worldwide group and class fitness trend. The brand was developed in order to pitch to investors for funding.

challenge

A Cult brand is a brand with a ‘near fanatical’ customer base. The attainment of such customers is made possible because cult brands sell more than a product, they sell a lifestyle. How can we create a new South African cult fitness brand?

the steps

First step

Research

We had to find the best examples of cult brands in the fitness and wellness industry internationally. We looked at what they did to generate their cult following and what learnings we could gain from their brand and communications.

Second step

Build something new

We took our learnings from all the best ideas, brands and concepts and started mixing them with the creative team’s ideas to create a unique and new approach to creating a fitness brand.

Third step

Build something new

We took our learnings from all the best ideas, brands and concepts and started mixing them with the creative team’s ideas to create a unique and new approach to creating a fitness brand.

Fourth step

Concept + copy

We brainstormed words and concepts that could define this new brand and speak to the target market. For the new concept we wanted to mix fitness and pleasure – the idea that a workout shouldn’t feel like punishment, it should feel like a night out with friends.

Fifth step

Brand + Marketing Design

The brand had to be young, fresh, tongue-in-cheek and full of attitude. It’s sells fun, energy, good times and community – everything a millennial is looking for and not finding at the gym. It had to look as sinful as a party, but without the side effects.