Primal RootsBranding the outdoor fitness and wellness bootcamp that’s sticking it to the gym
This is nature’s gym
Primal Roots is a woodlands based fitness and wellbeing bootcamp rooted in a pursuit for both external and internal strength, endurance and natural movement. Working closely with homeless charities and local authorities they offer fitness services and training to help the recovery of those who would otherwise not have access to services.
The team approached Lantern to name, brand and position the social enterprise, providing strategic insight to help promote their holistic approach to multiple audiences.
Sectors: Health and Fitness, Social Enterprise
Services: Research and analysis, Stakeholder engagement, Brand story development, Visual identity development, Guidelines and artwork, Brand implementation
“We were really impressed with the work Lantern had done for other socially conscious brands, so we knew it was important to get them in from the start. They didn’t disappoint and we’ve literally hit the ground running with an identity and attitude that captures our true spirit.”
Steve Denby, Head Coach and Co-Founder
Sticking it to the gym
The identity was developed to reflect a drive and animal instinct, present in all of us, when interacting and connecting with the natural world. Two sticks positioned as deer antlers, create a mark synonymous with wild woodland.
Tone of voice and photography challenges conventional gyms by drawing parallels between the cliches of indoor fitness with what can be found outdoors in the woods. Raw typography and strong headlines paired with calm shots of nature create an attitude all about sticking it to the gym.
From the woods to the web
It was important for the branding to communicate to a number of audiences. From fitness fanatics and the general public to charities and local authorities – various headlines focus on different benefits of Primal Roots' workouts. This was applied to a range of promotional materials; flyers, brochures and banners.
As well as a website, the flexible brand system was rolled out across social media posts, workout apparel and other marketing material that can be now be found running through British woodlands.
