Industry: Health & Fitness
Untrue to its origins as industry first-movers bringing a fun and social fitness-alternative to Denmark, Crossfit Copenhagen had become associated with beefcakes, bro-culture, paleo fanatics, and a train-until-you-puke mentality. Undeliberately, they had grown into a community many did not dare enter.
To get a full grasp of the industry and the Crossfit Copenhagen culture, we performed a workout under the guidance of one of the talented trainers.
After the sweatiest strategy session in Kontrapunkt history, a vision of what Crossfit Copenhagen was - and could be - started to come together.
We conducted interviews with the founders, management and dedicated members of Crossfit Copenhagen as well as non-members who were considering signing up.
The interviews formed decisive insights on what to keep, what to let go of and what to add with the new brand.
Finding the right name
In the process it became clear, that CrossFit Copenhagen needed a new name.
So, we engaged in a naming process leaving us with 50+ possible names that would take Crossfit Copenhagen in different directions.
From core workout to a core brand platform
The outcome of the research process helped shape a core narrative from which to build a strong brand in a unique position within the market. A position where an individualistic focus on beauty and bulk is left behind and replaced with intelligent, community-based training.
The core narrative acted as the centerpiece of the strategic foundation we developed for Arca - the brand platform. On top and in continuation of the core narrative, we developed and delivered a 'why', 'how' and 'what', personas, key messaging and a distinct tone of voice.
From brand platform to brand identity
In close collaboration with the Arca management team, we translated the strategic structure into a vibrant visual identity that's as unique, future-fit and welcoming as the Arca we got to know.
The blown-up illustrations shape and convey the story of Arca - a place where people of all colours and body types are welcome and appreciated.
A colour scheme that sticks out and a ToV that makes it stick
Black and white seems to be the go-to color scheme of fitness. So, with the new color palette, Arca stands out from the category-crowd. And by pairing the colors with their new, personal tone of voice, their presence both inside and outside their boxes will remain inimitably Arca.
Klaus Vesti, Founder of Arca