OUR CREATIVE DIRECTION

The challenge was to evolve TONIQ beyond the visual language of a traditional gym and create a brand that could confidently stretch across training, recovery, wellbeing and community. As the business expanded its offerings and locations, the identity needed to feel less like a fitness facility and more like a lifestyle brand - one with a distinctive sense of place.

We began with Bath itself. Inspired by the city's architectural palette, Bath Stone became the foundation for a sophisticated, monochromatic colour system, paired with charcoal to create contrast between TONIQ’s different experiences. The warmer, lighter tones reflect the calm of the restore spaces, while the deeper dark tones bring energy and strength to training.

Typography became another opportunity to shift perception. Moving away from the previous identity's more traditional serif, a clean, authoritative sans serif gives TONIQ a more contemporary and lifestyle-led feel. The wordmark was deliberately manipulated through subtle distortion, introducing a sense of movement and energy without compromising its simplicity.

We then extended the identity beyond the core wordmark through a considered iconographic system. Designed to work seamlessly with the typography, the icons create a visual language for TONIQ’s wider ecosystem of Train, Restore and Nourish.

The result is a brand that feels less like a gym and more like a way of living - bringing strength, recovery, balance and community together within one distinctive TONIQ world.