OAKS is a brand concept for a fitness club aimed at members of 40+ age group. The identity draws on influences from Art Deco and uses a monotonal palette to create an upmarket image. The oak concept was about representing the target group with a symbol that represents maturity with strength, dignity, unwavering pride and longevity. Incorporating prints created by Brian Nash Gill as a cornerstone of the identity, the intention would be to use the intense rich dark tones of 'bog oak' as the inspiration for interiors against clean white walls with fixtures utilising a mixture of black and white textures, continuing the monotonal theme, warmth being added through lighting and foliage.
