The article takes a deeper look at the process around our recent branding for the fitness and recovery bootcamp.
Read the original article here.
This is nature’s gym
Based in the woodlands of England, Primal Roots is a pioneering fitness and wellbeing bootcamp rooted in a pursuit for external and internal strength, endurance and natural movement. Working closely with charities, they offer fitness services and training to help the recovery of people tackling homelessness, mental health conditions and those who wouldn’t otherwise have access to such services. The team approached Lantern to create a brand identity for the social enterprise, promoting their holistic approach to a broad audience including local authorities, healthcare commissioners and away-day organising HR managers – not to mention fitness fanatics.
Better outside, better inside
Come rain or shine, the key challenge for the brand was convincing people that exercising outside was an activity worth pursuing – thankfully, science was on our side; “Exercise anywhere is a good thing but exercise in natural environments has a greater benefit for physical and mental health. Woodlands and parks have the greatest effect” – Prof. Richard Mitchell, University of Glasgow.
To further address the challenge, we suggested changing the original brand name of Nature’s Gym to something far more emotive – capturing the primitive, raw attitude of the workouts. From a long list of over 100 names, Primal Roots was selected and the development of the visual and verbal identity began.