Transforming fitness brand The 55, born on the battlefield.

Chris’ business idea was born on the battlefield. While on tour, he wanted a way to stay fit when resources and equipment were hard to come by, developing a makeshift weighted bag to exercise with using sand from the desert. Upon his return, and after some years of testing the Battlebag was born.

While the Battlebag enjoyed some early success, the brand was largely limited to a male demographic using a strong tone of voice and dark colour palette. Our main challenge was to change that and make the brand universal to a broader audience.

After getting to know Chris and the team, we kicked things off by holding a brand workshop to understand their ambitions for the rebrand and to get a better idea of what they wanted to achieve from it. With a clear vision of where they wanted to take the brand, we set to work on the renaming process.

Once we had got to the heart of the brand, we split the naming process into three categories: British heritage, military and geography. We created an extensive list of potential names, but there was a clear favourite from the start. 55 is the first number in the latitude and longitude GPS coordinates for Great Britain and is also the maximum weight in pounds of the bag, so for Chris and the team, it was a no-brainer.

We transitioned The 55 into an all-encompassing brand using a brighter and more vibrant colour palette with a royal pastel blue as the primary colour. A clear and comprehensive tone of voice set out how the brand should communicate with its global audience, built around four brand values: quality, support, passion and strength.

New photography styles and social media templates were set, featuring a wide range of people to really reinforce the fact that The 55 is for everyone.