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How TKO Boxing Gym Redefines Premium Fitness through its Branding and Design in Brunei

Consumer Goods & Services

Rebranding Fitness in Brunei

SOLUTIONS WE PROVIDED

TKO is the premium boxercise, fitness, and wellness center that offers an exclusive experience for their tribe of health enthusiasts in Brunei. TKO raises the bar in the fitness and health arena, by constantly pushing boundaries with their innovative and unique products and services, leaving customers with a memorable and lasting impression of the brand.

Transforming a Boxing Gym into an Immersive Urban Sanctuary

THE CREATIVE CHALLENGE

A stark, equipment-centric brand experience in need of personality and cohesion

The gym’s identity lacked emotional connection and a compelling atmosphere beyond conventional boxing aesthetics
Visual branding failed to align across physical and digital touchpoints, resulting in a fragmented experience
The space did not fully convey the energy, strength, and community spirit that embody the gym’s ethos
Without a distinct brand narrative, TKO risked blending in with other fitness spaces rather than standing out as an immersive destination

THE SOLUTION

Crafted a bold, tactile brand system that embodies urban grit and athletic vitality

Introduced a weathered, industrial palette combining copper accents, dark tones, and rugged textures to evoke intensity and refinement
Designed experiential graphics and wayfinding that flow throughout the space, reinforcing gym culture and visual continuity
Created supporting materials—menus, membership cards, signage—with splatter motifs and layered typographic treatments to amplify urban energy
Ensured visual coherence across every touchpoint, resulting in a dynamic brand presence that immerses members in the culture and identity of TKO

Brand Essence

The Brand Essence is the fundamental nature of an organisation, a consistent message that encapsulates and communicates the brand concept. TKO aims to always provide physical and mental comfort in its unique environment, welcoming members home. TKO constantly strives to offer new and innovative solutions through the use of modern equipments, facilities and domain expert trainers. With such exclusivity, tailored experiences and services as well as comprehensive solutions allow members to discover what is best for their own well-being with the knowledge that staff and all stakeholders are fully invested into creating a safe and comfortable environment for every member, nurturing and forging an important sense of belonging.

Brand Identity

Modern cool, dark blue symbolises the raw and intense energy of gym training. Tasteful introductions of copper, in the form of metals or hot stamp finishings, represents a modern industrial look, which complements the dark tones. The secondary palette of brown and warm grey supports the notion of grit and curated exclusivity. Luxurious leather and metal meets raw brick, concrete and wood, forming a harmonious yet feisty combination of unique textures for a sense of distinctive character, grunginess and rawness. The primary typeface for TKO is a strategic pairing between tough and raw Scriber and understated, streamlined Agency FB. An approachable yet professional Roboto is the secondary typeface of TKO. This is to ensure optimised legibility throughout the brand’s communication channels.

BRAND TOUCH POINTS

As a symbolic and experiential brand, we developed a range of touchpoints that delivers a luxurious and exclusive experience to TKO’s tribe of health enthusiasts. This includes corporate stationery, physical and digital marketing collaterals, uniforms, a website, service menus, and signages, as well as TKO’s space experience, all of which create a seamless experience that differentiates TKO from their competitors.

Interior images credit to @TKOfitness_bn