Pearlfisher has created the brand strategy, naming, identity, interior design, brand experience and communications for The Library, an exclusive private members training club and London's first boutique gym, offering unlimited personal training, tailored nutrition and outstanding results.
The Library is the brainchild of training and nutritional specialist Zana Morris. With over 20 years of experience in the areas of nutrition, personal training and yoga, Zana wanted to create a gym that would not only guarantee results for its members but provide a beautiful space designed to make the most of the time they save having adopted the 15-minute programme.
"The Library is like no other gym out there. Its unique and personalised training philosophy and approach to wellbeing meant we needed to create a holistic experience for the brand that would showcase Zana's expertise and provide members with an exclusive space, devoted as much to physical exercise as to relaxed intelligent thinking," commented Karen Welman, Founding Partner and Chief Creative Officer at Pearlfisher.
"We have created an eclectic space using a mix of modern and vintage furniture, cutting edge training equipment, custom-made black and white photographic wallpapers, rare old brown leather punch bags and an antique vaulting horse.
The Library's name reflects that the club provides an educated, intelligent environment for both physical and mental stimulation and relaxation. The brand essence and personality is communicated across all touchpoints including bespoke leather merchandising such as a leather bookmark to track exercise notes and a leather membership card-holder."