BOXXING is a new box studio, fitness style, that opened its door in 2020. Being the precursor of the movement, it was important to create a strong brand image, so that when a new entrant enters the market, it can keep its title of pioneer.
The name BOXXING was very descriptive, which is why I opted for a word-symbol approach. The brain is always looking to make sense out of the symbol it sees. Reading the word BOXXING, while decrypting a boxing glove can certainly improve reading, and the retention of the brand.
“Phil is an outstanding logo creator.”Nicolas Angers, Boxxing studio
The boxing glove represents release and strongness, which is why I chose it to become the symbol of the brand image, and consequently, the movement’s emblem.
The BOXXING team did not want a mainstream brand image, so we opted for an artsy black and white look, with simple curves, and a comics-style finish. The result is an artistic design, and a completely different image than what can be found in other fitness or box companies.
Positioning – Logo - Branding