12X3

12X3 London

The founders of 12X3 Darren Barker and Ryan Pickard wanted a brand experience that felt upmarket and contemporary while paying homage to their own club and roots, Britain’s oldest boxing club, Repton. Marc Thorpe Design in collaboration with Saatchi & Saatchi approached the visual identity with gritty photography with crisp typography in a space that feels both premium and authentic. The architecture was to take material and spatial cues from Repton while offering a new, unique and fresh experience within the fitness market. There are currently two branches in London with a third on the way. The brand font ‘Repton’, was inspired by letter forms on a 1960’s poster still hanging in the Repton club. 

12x3gym.co.uk