Habits

We developed the brand identity for a new social club dedicated to running and HYROX, blending fitness with lifestyle. The project included a full brand strategy, from creating a memorable name to establishing a cult-like aesthetic that resonates with the club's ethos. Inspired by the clients—a group of friends deeply committed to their active lifestyle—we coined the term "active hedonism" to encapsulate their philosophy: balancing intense physical challenges with a love for life’s pleasures. Our work also included designing bespoke merchandising products that embody the brand's cult-like, dark energy.

The clients were a tight-knit group of friends united by their passion for fitness and an active lifestyle. Deeply committed to activities like running and HYROX, they sought to create a social club that reflected their shared philosophy of balancing physical challenges with enjoying life’s pleasures.