Branding

HOPLITE GYMNASIUM – Branding for a personal training venture in the South-West area.

About the concept: Tested, ‘ancient’ spartan methods of own body-weight training + general physical wellbeing adapted to today’s world. Hoplites were ordinary heavy infantry in the poleis (city states) of ancient Greece. Hoplites were mostly untrained individuals conscripted from the citizen class in times of war. They were not born soldiers so they started from scratch and evolved to be the fiercest warriors known in the world. They have trained in Gymnasium, which are the equaliments of today’s gyms.

In ancient Greek cities, physical fitness was a civic duty, rather than a lifestyle choice. They claimed a person can only be ‘whole’ if their mental - as well as their physical health is being trained on the regular...

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The client wished to project the raw/untamed energy of antiquity with all its wildness with the branding, while also striving for a level of sophistication and taste - also insired by the ancient greek ideas of democracy. The result is a clean, easily identifiable brand, led by the strong shape-based logomark.