Pure Ride is a new lifestyle spin concept from Pure Gym, aimed at an affluent city audience aged 22-45, for both women and men. It offers a lifestyle exercise class in a boutique gym environment across city centre locations in the UK. We created a brand and environment that is both accessible and premium.
The new identity uses the energy and motion of spinning in a contemporary way with a circular brand icon for Pure Ride, and a palette of energetic oranges balanced with nude pink and grey.
The spin studios use light to create a positive mood and energy. Changing rooms are a slick affair with digital recharge lockers, vanity areas, good mirror space and flattering lighting: all designed to enhance the sense of wellbeing.
Customer Journey, Environment Design, In-store artwork, Brand Identity, Brand Guidelines, Website
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