The Huddle GYM
Brand + Content + Design
Creating a flexible brand identity for The Huddle, a community gym start-up founded by England rugby international, James Forrester. The Huddle exists to inspire and encourage wellness across its community of athletes, kids and parents. We were tasked with creating a flexible brand identity system for the group which could easily be adapted to suit specific locations in sports clubs/venues among the community. The first Huddle opened at Cheltenham Rugby club in 2019.
Logo development
Our initial concepts focused on community and muscle, ‘hugging’ letter H and dumbbells.
Those initial explorations felt too obvious and therefore forgettable. We shifted our focus towards combining both strength and community and arrived at building blocks to represent both elements.
Building both the letter H and letter E from blocks gives balance to the final logo and allows us to incorporate colours for each location.
The Huddle at Cheltenham Tigers Rugby Club
The first Huddle gym opened at Cheltenham Tigers Rugby Club in late 2019. Our flexible brand system incorporates the red and black of Tigers for the Cheltenham location. The colours appear throughout the gym.
“Bitter Lemon Creative were instrumental in our business set up, assisting us with not only some fantastic design work but aligning our marketing and sales processes with our goals. The team are really creative with the way they approach strategy and are a pleasure to work with.
— James Forrester / Founder, The Huddle
